Inspired by the humble rice grain—a staple in the average Asian diet—we created a new wordmark-based logo identity that was simple yet elegant. The two hidden grains grow in size as one reads the logo from left to right, signifying the progress of the brand’s dedication to providing nourishment. Accompanied by the tagline “Everything food made easy”, it cemented FairPrice Group as Singapore's food business pioneer and a brand for the everyman.  

The rice grain was then used as a base unit to create tessellated patterns, holding shapes, and modular systems. Together with our photography partners, we art directed and built a media library that could be implemented on all collateral, such as the new holding website that consolidated brands from groceries to wellness to food courts. 

To bring the new brand story to life, we also had the opportunity to turn the iconic skylights and walls of FairPrice Xtra (Parkway Parade) into large, 8m x 10m canvases. Awash in natural light, the colourful murals mirrored the myriad of experiences available at the concept store, from freshly cooked meals to cocktail oyster bars. This was later expanded into FairPrice Group’s corporate office.  

In 2022, we were invited to expand and formalise the brand's illustration style for other consumer-facing applications. Thus, “FPG World” was born, an easy-to-use illustration library and style guide that added a friendlier and more dynamic dimension to the brand. The illustrated world went beyond the original murals by documenting and expressing the entire family of brands, such as Kopitiam, Unity, Cheers, and more. The illustrations were featured in touch points such as vouchers, eDMs, and the award-winning FairPrice Group mobile application.