Services
Brand design
Brand strategy
Sectors
Aviation
Consumer & retail
Location
Hong Kong
Singapore
Services
Brand design ,
Brand strategy
Sectors
Aviation ,
Consumer & retail
Location
Hong Kong ,
Singapore

Feeding Asia with a new brand of healthy and convenient meals

Country Foods is a subsidiary of SATS and had the potential to become a product brand aligned with SATS’ vision of Feeding & Connecting Asia. SATS tasked us to create English and bilingual (English & Chinese) brand identities for a new ready-to-eat B2B4C product line that is healthy and convenient and then to apply the identities to convenience retail packaging formats.

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.

Close
How can we help?