With all the buzz around Crazy Rich Asians, Swee! the new private brand from RedMart.com, Singapore’s premier online grocer represents the flip-side of Singapore – a nation of thrifty shopping aficionados, who won’t part with a cent if they can find a better bargain.
Swee! is a private brand of everyday cupboard items created for RedMart, owned by Alibaba’s Lazada). Branding agency Anthem created a brand that connects with Singapore’s cost-conscious shoppers, to answer their need for a range of simple, fit-for-purpose items from Soy Sauce to Sausages and Scouring Sponges. The line is sold exclusively online, so on-screen presence is paramount.
The challenge was to deliver no-frills value with a locally relevant (and chirpy!) story. Designers drew inspiration from Singapore’s heartland, with a nod to the utilitarian aesthetics of high-rise housing buildings and the unpretentious language of the neighborhood wet market. Anthem also coined the brand name ‘Swee!’ – a Singlish expression that roughly translates as ‘Works Perfectly!’.