Creative Avenue: A Cebuana's Childhood Dream Turned Into Trademarked Success

June 9, 2020

Summer in the Philippines is almost over; but for some, the quest for the perfect bikini never ends. When Keshia Fraser created Sundae, a trademarked local swimwear brand, she had this in mind and more. Since its establishment, Sundae has always tried to integrate the sensibilities of a Filipina while also not forgetting to incorporate quality, color, and flair. More than that, it has propelled the country in a field that is quite a niche but widely available and recognizable.

“It promotes the Philippines as a Filipino brand to foreign tourists since Sundae Swimwear is available in major holiday destinations such as Boracay, Aklan; El Nido, Palawan; Siargao Island; San Juan, La Union; and Kultura in Pico de Loro, Batangas,” Fraser said.

Fraser knew what a Filipina woman wanted and made this the standard of her brand. Sundae is intended to be swimwear that any beach-loving girl would always want to put on. This is clearly seen in their versatile designs which either feature neutral colors in classic maillot-style designs or playful and bright prints in a more modern and strappy canvass. The end results are remarkably-made beach pieces that accentuate the body in a flattering manner. The brand name ‘Sundae’ became an appropriate marker for the products which were described as high-quality creations that are fun, simple, classy; a mix of both sweet and sassy.

With a following in Instagram of at least 41,200 strong, it is safe to say that Sundae is already a recognized and celebrated local brand in the online scene. Because of this, Fraser registered her brand’s trademark in 2014 which allowed her to own both the “Sundae” and “Wear Sundae” name. According to her, having a secured trademark added exclusivity to her enterprise. By protecting the name that she chose, a name that embodies her objectives for the suits that she designs, Fraser said that she has already added value to the brand and, subsequently, the business as a whole.

This outcome of intellectual property protection was especially important to Sundae as it was every bit a business venture with financial returns as it is a personal undertaking. Keshia Fraser, a Cebuana, had a childhood filled with the sun, sand, and sea. Sundae is a reminder of the weekend beach trips that their family took. Not only that, the brand became the venue for Fraser’s creativity. Sundae was essentially what she herself wanted to wear at the beach.

Eventually, Sundae embodied two passions of the creator – her love for the beach and her desire to create “elegant swimwear for sun-soaked moments to make every woman become even more unforgettable”. As a self-taught designer and effectively a one-girl-team who creates her own designs, develops the patterns, sources her own materials, and handles Sundae’s business management portion, Fraser made sure to secure the future of her business by trademarking it.

Some people have always envisioned to create an enterprise that represents them as a person; particularly their creativity and innovation. It is the avenue of their minds that they also happen to profit from. Others simply want a venture that would secure their standing financially. Whatever the reason is, the benefits of registering a trademark will always surface. There will not be any confusion as to what your brand is and what you represent. Your customers recognize you and your marketing is on solid ground. Worries about infringement significantly lessen because of the protection that the brand has. 

Like Keshia, the security of the business and the exclusivity that she envisioned became a reality the moment the ‘Sundae’ branding was protected through intellectual property laws. According to her, seeing IPOPHL push for women entrepreneurs like her to protect their brands and products bolstered her confidence and boosted her creativity; the support offered by IPOPHL to women in IP is one that encourages individuals to pursue their interests with gusto. At the end of the day, recognition of the creative efforts of an empowered woman partnered with economic rewards became the winning combination for the Sundae brand. ### (Nastasha Erika Floro, Communications and Marketing Writer)