Nourishing generations since 1973
Food is the fuel of life and who better understands that than FairPrice?
Although NTUC subsidiaries have been sustaining a nation’s appetite since 1973, decades had passed with no parent brand to communicate their vision and depth of work. Yellow Octopus was commissioned in 2019 to develop a parent brand and website that would hold all FairPrice brands—supermarkets, food courts, convenience stores and more—without losing any existing equity.
Rice is life
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.
A feast for the eyes
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.
Where worlds of food collide
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.
Welcome to FPG World
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.
Alan Tai, Dawin Ho, Edna Low, Elizabeth Ngoo, Kerk Siang Ying, Stacy Tan, Tan Kai Jun
APixels, Jayl Chen, WhooshPro