Collective Work – Daniel Koh
Digital / CRM Brand Management
(Completed during Daniel’s tenure at EuroRSCG, Singapore)
What’s Up At Fairprice
Website re-design and brand re-alignment for the largest supermarket chains in Singapore. NTUC Fairprice Co-operative Ltd was founded by the Labour Movement, Singapore in 1973 with a social mission to moderate the cost of living in Singapore. NTUC Welcome merged with the Singapore Employees Co-operative to form NTUC Fairprice Co-operative Ltd. From one supermarket, FairPrice has grown to become Singapore’s largest retailer, with a network of more than 230 outlets comprising FairPrice supermarkets, FairPrice Finest, FairPrice Xtra, FairPrice Xpress and Cheers convenience stores. Fairprice was also looking at its next tier of growth by launching the Fairprice Finest brand – offering a wider product assortment, value-added services and a more conducive shopping environment and bringing the fine life closer to shoppers.
This site’s objective was to consolidate all three FairPrice brand outlets to communicate and promote their service offerings. We were tasked to re-invigorate their previous website which lacked brand consistency and most importantly, visually unappealing. There was also a need to differentiate and communicate their compelling proposition to offer prices that are fair and affordable. We bought the site up to date with a dynamic website using complimentary color palettes and a grid system to articulate product offers, in-store activities, food recipes and their in-house brands. On the social media platform, we incorporated permanent tabs within the Facebook pages, making it easier to help cross promote contents between Facebook and What’s Up At Fairprice and help surface the Finest brand and contents available on What’s Up At Fairprice.