Fusing premium quality with freshness

The Challenge

Amir's, one of the house brands of Singapore Food Industries, has enjoyed a reputation for quality of a wide selection of meat cuts. To keep from being lost in a sea of look-alikes, Amir's needed to create a cohesive brand identity that stands out among the crowd, being consistent enough to solidify the brand but flexible enough to highlight product differences and new additions to the brand.

Since its incorporation in 1973, Singapore Food Industries has become the largest integrated food company in Singapore, with a wide portfolio of food products and services. With more than thirty years in Singapore, SFI has grown in size, diversification and market reach. - source sfi.com.sg

Mojo Red began by identifying elements to portray a sense of freshness, and reflect the premium nature of the brand. Using graphics and colors, and armed with a sound knowledge of consumer psychology, our team stylized the packaging to reinforce the brand image. Cooking preferences icons were carefully illustrared, making it easy for customers to choose which meat to purchase according to their preferred cooking styles. The packaging also engaged customers by explaining, at the back of the package, the reason for which frozen meat appears a darker colour. This dispels customer worries about frozen meat.

The result was an attractive, eye-catching packaging design that engages customer interaction with the product while reflecting the customer-centric brand image.