Superunion creates refreshed look for store brands from Singapore-based retailer FairPrice

Superunion has created a rebranded and refreshed look for the in-store range of NTUC FairPrice. In a statement, Superunion said: “The agency’s strategic design expertise was brought in to create a new unified look to better reflect the quality attributes of the products, country of origin and nutritional value, to help consumers make better informed purchase decisions.”

Starting with 30 products, the full range of 200 will be available in FairPrice Stores in March 2020. Speaking about the redesign, Superunion Asia head of business development Po Kay Lee said: “The new FairPrice Housebrand is more than just a packaging refresh. 

“It is a statement of FairPrice’s long-term commitment to Singapore and Singaporeans, to not only moderate the cost of living, but to also elevate it through honest, good quality products and design. 

“This is a milestone in our strategic partnership with FairPrice, and we’re proud to help them achieve their goals as they continue to transform and strive towards a positive future for retail.”


Head of business development, Asia: Po Kay Lee 

Managing creative director Asia: Dan Ellis

Design director Bangkok: Thnadech Kummontol 

Senior client manager, Bangkok: Anchalee OnNgrm

Senior client manager, Singapore: Puay Lin Ang, 

Client manager, Bangkok: Chayapong Suwannoi, 

Client executive, Singapore: Charlotte Cheong

Design lead, Singapore: Jie Ni Liew, 

Senior designers, Bangkok: Urasa Navanugraha, Suwat Srithiankit

Designer, Singapore: Joeyee Watt,


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