Bon Voyage!
NTUC FairPrice
The challenge
With the exponential growth of ready-to-cook meals in Singapore, especially among young adults post-pandemic, NTUC Fairprice aimed to create a new range of meals that celebrated Southeast Asia’s rich culinary heritage. The challenge was to design a brand identity and packaging that not only highlighted the unique flavors of each dish but also captured the excitement of traveling through the region’s iconic cuisines.
The Opportunity
Bon Voyage! introduces a bold and colorful visual identity that reflects the vibrant and diverse flavors of Southeast Asia. Each variant represents a renowned dish from the region—Singapore Laksa, Thai Yellow Curry, Indonesian Nasi Goreng, and Malaysian Nasi Lemak.
The packaging design is inspired by travel tickets, symbolizing a culinary journey across Southeast Asia. Strong typography and an iconographic language work together to create a dynamic and youthful look. At every “stop,” consumers are greeted with a delightful surprise, enhancing the experience of discovery.
The brand world further amplifies the sense of adventure with a friendly and fun tonality, celebrating the joy of exploring Southeast Asian cuisine in an accessible and vibrant way.
