Cosway Dignita Branding

This is the first time Cosway is approaching the Malay market in a concerted manner. Its strategy was to target the confident, modern Malay woman by creating a brand they can identify with. With the positioning that one doesn’t have to shout when she has substance, the brand name Dignita was coined from the words “dignity” and “wanita” – a woman with dignity. The tagline “Worldly, Modestly” reflects the fact that a well-travelled, knowledgeable woman can look her modest best with Dignita. Dignita products include modest fashion, personal care and cosmetics.