We reviewed ten peer brands across Singapore and Greater China, to establish their brand positionings and personalities, key messages, naming conventions, visual language and packaging designs.
The finalised Brand Key and brand values were then developed collaboratively with the client and informed the expression of the brand.
An extensive naming exploration both English and Chinese was then conducted by both our teams in Singapore and in Greater China. ‘Prepared from the heart’ turned out to be the preferred naming territory for the English-language markets and the name ‘Home Chef’ was selected. For the Chinese-language markets, the Chinese brand name was derived from its subsidiary name, Country Foods.
We crafted both brand identities to carry relevant meanings through symbols. A creative concept of ‘With Love’ was translated into a visual language that combined both product photography with appetite appeal and illustrations for purity of ingredients.
Brand messaging and written language was inspired by the idea of a handwritten message from a mother to their child, full of love and encouragement.
And, in line with SATS’ sustainability pillars, we developed conceptual ideas for sustainable packaging materials: environmentally-friendly biodegradable recycled paper or bamboo pulp packaging with cut-out cutlery to minimise waste.