Superunion has partnered with NTUC FairPrice on the co-operative’s latest rebranding exercise to refresh the FairPrice Housebrand range.

The branding agency’s strategic design expertise was brought in to create a new unified look to better reflect the quality attributes of the products, country of origin and nutritional value, to help consumers make better-informed purchase decisions. The first wave of 30 products are now available across FairPrice stores islandwide, with an additional 200 refreshed products to follow next March.

With its new pack design and point-of-sale materials, the refreshed branding allows consumers to easily locate the best products for their needs. 

“The new FairPrice Housebrand is more than just a packaging refresh; it is a statement of FairPrice’s long-term commitment to Singaporeans, not only to moderate the cost of living, but also to elevate it through honest, good quality products and design,” said Superunion Asia head of business development Po Kay Lee. 

“This is a milestone in our strategic partnership with FairPrice, and we’re proud to help them achieve their goals as they continue to transform and strive towards a positive future for retail.”