Adding Singaporean personality to everyday products
SKUs and growing
As a strictly online brand, packaging presentation and branding is paramount. RedMart and SGK collaborated to create a brand with a ‘chirpy’ personality, but with a familiar simplicity. Drawing on inspiration from Singapore’s heartland, with a nod to the utilitarian aesthetics of high-rise public housing estates and the unpretentious language of the neighborhood wet market, we landed with the brand name ‘Swee!’ – a Hokkien expression that roughly translates to ‘works perfectly.’
Since its debut on RedMart, the line has continued to grow with a diverse range of products.