Vertex Awards 2019: GOLD WINNERS

Swee!

  • RETAILER: Redmart
  • COUNTRY: Singapore
  • CATEGORY: B1. New Brand
  • AGENCY: Anthem Worldwide, Singapore

CREDITS:

  • Brand Manager (Redmart): Nupur Agrawal
  • Creative/Strategic Direction: Spencer Ball
  • Design Direction: Steven Soh
  • Design: Simone Hui
  • Account Lead: Anne Kernahan, Cheryl Chia

SUMMARY:
Swee! is a new brand of everyday cupboard items created for RedMart, Singapore’s premier online grocer. The brief was to create a brand that connects with Singapore’s cost-conscious shoppers, to answer their need for a range of simple, fit-for-purpose items, ranging from everything from Soy Sauce to Sausages and Scourers. The line is sold exclusively on RedMart.com, so on-screen presence is paramount.

Our challenge was to deliver no-frills value with a locally relevant proposition, that would attract more traditional shoppers who are more comfortable buying from their regular bricks and mortar supermarket. The strategy was to create a brand with a ‘chirpy’ personality, but with familiar simplicity. We drew inspiration from Singapore’s heartland, with a nod to the utilitarian aesthetics of high-rise housing estates 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!’

Since its debut on Redmart’s site, the line has continued to grow with a diverse range of products.

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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.