red-mart-1Singapore is often referred to as ‘the little red dot’ as the country appears as small as a dot on a world map. Redmart is one of the largest online supermarkets in Singapore. They offer low everyday prices and great deals. Agency Love Mondays were asked to help communicate their approach of delivering happiness and extend their range of private brand packaging.red-mart-5

Keeping the idea of the ‘little red dot’ was imperative, but the agency also injected a sense of playfulness into each pack. Hand drawn illustration added a relaxed and joyful feel, and each one pack has it’s own cheeky personality. The copywriting also “delivers happiness’ to the consumer. Phrases such as ‘have a rice day’ for the rice pack and ‘flower power’ for the flour are designed to bring a smile to the customer’s face.red-mart-2 red-mart-3 red-mart-4

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.