Savers’ Market
Problem
There's a growing false perception that FairPrice, our nation's supermarket, isn't competitive as other seeming budget-friendlier option, like Sheng Shiong.
We need to debunk that misperception and remind shoppers of our mission in keeping prices low and cost-of-living moderated for everyday Singaporeans.
Insight
People tend to notice what they spend more than what they save. They often overlook the savings as just a number.
What if we draw shoppers’ attention to the savings they get at FairPrice by turning them into something more valuable and tangible?
Creative Solution
Turning savings into tangible, valuable currency.With every purchase at FairPrice, we provided shoppers with a proprietary currency—the Savers' Dollar—equivalent of they amount they have saved.
These Savers' Dollars can be used at a pop-up shop, the Savers' Market, in exchange for exclusively priced commodity for everyday needs.
In turn, we have transformed something often overlooked into something now worth looking for with every trip to the supermarket.
Currency Design
Simple, clean and striking, the currency is mimic the look of actual currencies to help shoppers draw the connection intuitively that these notes are as valuable as cash.
Marked on the centre is our Savers' Market logo—a tasteful rendition of the dollar symbol incorporated with our SM acronym—supported by a visual of everyday groceries to draw relevance to our products.
Credits
Yours Truly Senior Art Director
Disclaimer
This is a conceptual piece of work. The brand featured is being used as a reference and in no way involved in the making of this. What you seen here does not represent, at any form, the featured brand's views or beliefs.
