Singapore Food Industry - AMIR'S

Repackaging Singapore's Favourite

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 of footprint in Singapore, SFI has grown in size, diversification and market reach.

Amir's, one of SFI's house brand, their reputation for quality of a wide selection of meat cuts made them popular. 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.

The new packaging needed to be consistent enough to solidify the brand, but be flexible enough to highlight product differences and new additions. Graphics and colours are stylised to portray of a sense of freshness and premiumness. In addition, the cooking preferences icons are carefully illustrated, making it easy for customers to choose which meat to purchase according to their ideal cooking styles. To encourage more users, a short explanation of the reason why frozen meat appears in a darker colour could be found at the back of the label.