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.