Freshmart

Create a unique and innovative visual language for an integrated brand of restaurant and supermarket, so as to convey the vision of the brand to celebrate different cultures and integrate various lifestyles.

Freshmart is a new retail brand completely reconstructed by CP Group of Thailand on the basis of its brick-and-mortar community supermarkets. The Group creates a three-in-one model of "restaurant + fresh food + supermarket" in the hope of providing a one-stop solution to consumers' food needs in the community through the full-scene supply chain. Through research and analysis, we have extracted the key word for the brand, namely, fusion. The current fresh food industry is characterized by the coexistence of traditional and contemporary elements. While emerging markets continue to emerge, traditional food markets still exist. The current catering industry features a fusion of Chinese and western styles as well as a collision of different regions and cultures. The goal of the brand is to integrate and maintain these different lifestyles and food culture, just like the ribbons wrapping the gifts, which ties the rich beauty and the best wishes together. Thus, the design concept of “using line to thread and knot” is formed to express the brand's vision of cultural integration and maintenance. In terms of naming, we twist the Chinese name of “福来食集” and English name of Freshmart together. The first two Chinese characters of the Chinese name have a strong traditional meaning of “good luck” and, along with the last two Chinese characters bearing the meaning of “bazaar”, express the attributes of the traditional food culture of the brand; while the first part of the corresponding English name is homophonic with the first two Chinese characters of the Chinese name, featuring a combination of Chinese and western styles and meanwhile conveying the brand's statement of contemporary fresh food life. Visually, the English word “Freshmart” is embodied like a ribbon that threads and winds the Chinese characters to wrap it into a gift, strengthening the significance of the elaborate embodiment of the brand, and endowing the brand with a flat knot symbol, which perfects the concept of maintenance and integration stressed by the brand vision.
The visual extension of the whole brand focuses on the core symbols of the brand, and strengthens the connotation of the brand's celebration and integration different cultures. Through the threading, twisting and combination of lines and planes, it creates a unique and diversified as well as traditional and contemporary visual image for the brand.

The goal of the brand is to integrate and maintain these different lifestyles and food culture, just like the ribbons wrapping the gifts, which ties the rich beauty and the best wishes together.

The flat knot in the middle of the logo succeed and highlighted the concept of binding, serving as a unique symbol of the brand identity.

The visual extension of the whole brand focuses on the core symbols of the brand, and strengthens the connotation of the brand's celebration and integration different cultures.

Through the threading, twisting and combination of lines and planes, it creates a unique and diversified as well as traditional and contemporary visual image for the brand.