ShopSmart! (Dairy Farm International Holdings Ltd, HK)
BRANDING: the branding initiative for ShopSmart!'s new line of convenience stores sought to create a visually compelling and memorable identity that aligned with the brand's focus on fresh, natural products at competitive prices.
The branding strategy centered around a simple, bold, and colorful aesthetic that effectively conveyed a friendly, fresh, and natural atmosphere.
Vibrant colors and clear messaging, combined with a clean photographic style, were employed to create a more inviting and refreshing shopping experience.
A distinctive feature of the rebranding was the use of a bold sans-serif typeface, which emphasized the brand's commitment to taste and quality, the typography, in conjunction with simple, yet striking illustrations, conveyed the delicious and fresh nature of the food products offered.
To further reinforce the brand's message, the rebranding introduced the tagline 'Go fresh every day with ShopSmart!'.
This slogan succinctly captured the essence of the brand and encouraged customers to make ShopSmart! their daily destination for fresh, convenient, and affordable products."
The branding strategy centered around a simple, bold, and colorful aesthetic that effectively conveyed a friendly, fresh, and natural atmosphere.
Vibrant colors and clear messaging, combined with a clean photographic style, were employed to create a more inviting and refreshing shopping experience.
A distinctive feature of the rebranding was the use of a bold sans-serif typeface, which emphasized the brand's commitment to taste and quality, the typography, in conjunction with simple, yet striking illustrations, conveyed the delicious and fresh nature of the food products offered.
To further reinforce the brand's message, the rebranding introduced the tagline 'Go fresh every day with ShopSmart!'.
This slogan succinctly captured the essence of the brand and encouraged customers to make ShopSmart! their daily destination for fresh, convenient, and affordable products."
ShopSmart! (Dairy Farm International Holdings Ltd, HK) - App design & Instagram posts
ShopSmart! (Dairy Farm International Holdings Ltd, HK) - Website design - first page
ShopSmart! (Dairy Farm International Holdings Ltd, HK) - Website design
ShopSmart! (Dairy Farm International Holdings Ltd, HK) - Interior design, eco-friendly shopping bag, and posters
ShopSmart! (Dairy Farm International Holdings Ltd, HK) - Interior design
ShopSmart! (Dairy Farm International Holdings Ltd, HK)
CONTEXT: Dairy Farm International Holdings Ltd (DFI), a leading pan-Asian retail group headquartered in Hong Kong, is the largest retail distribution company in Southeast Asia, including Malaysia.
Despite recent closures of its Giant and Cold Storage hypermarkets and supermarkets in Malaysia due to challenging market conditions, DFI has introduced a new convenience store format called ShopSmart!, designed to meet evolving consumer needs.
ShopSmart! is positioned as a modern convenience store chain, similar to global competitors like 7-Eleven, but with a distinctive focus on fresh, natural products at competitive prices.
This new concept responds to changing shopping patterns identified by GCH Retail, DFI’s subsidiary in Malaysia, consumers are increasingly favoring ‘everyday shopping’ with smaller basket sizes and stores that are conveniently located in residential areas.
The ShopSmart! stores prioritize offering fresh food for daily meals, ready-to-eat, and ready-to-cook options, catering to busy lifestyles.
Additionally, they provide a range of convenient services such as bill payments, mobile top-ups, and cash withdrawals, the format is designed to meet modern consumer expectations of convenience and quality.
Despite recent closures of its Giant and Cold Storage hypermarkets and supermarkets in Malaysia due to challenging market conditions, DFI has introduced a new convenience store format called ShopSmart!, designed to meet evolving consumer needs.
ShopSmart! is positioned as a modern convenience store chain, similar to global competitors like 7-Eleven, but with a distinctive focus on fresh, natural products at competitive prices.
This new concept responds to changing shopping patterns identified by GCH Retail, DFI’s subsidiary in Malaysia, consumers are increasingly favoring ‘everyday shopping’ with smaller basket sizes and stores that are conveniently located in residential areas.
The ShopSmart! stores prioritize offering fresh food for daily meals, ready-to-eat, and ready-to-cook options, catering to busy lifestyles.
Additionally, they provide a range of convenient services such as bill payments, mobile top-ups, and cash withdrawals, the format is designed to meet modern consumer expectations of convenience and quality.
The first ShopSmart! outlet was launched in Taman Melawati, Kuala Lumpur, a spokesperson for GCH Retail highlighted that this initiative is part of a broader strategy to reshape the business, focusing on freshness and adapting their retail formats to better align with future market demands.
