CUDIS is a brand inspired by HM’s speech during the 112th National Day celebration. The
brand constitutes 5 letters which stands for the following: C-Capability, U-Unity, DDiscipline, I-Integrity, S-Standard.
These five characteristics makes up the name of the brand “CUDIS”, which is also a
representation of the brands values. The brand tagline is “Above & Beyond”, which
implies doing everything in its capacity to realise its vision; “To be a premier brand serving
in the interest of the TSA-WA-SUM”.