GROCERS

Short List
TitleGROCERS
BrandOLIVER, PATRICK & GLENN GROCERS
Product / ServiceGROCERS CORPORATE IDENTITY
CategoryA05. Stationery
EntrantLEO BURNETT/ARC WORLDWIDE SINGAPORE, SINGAPORE
Entrant Company:LEO BURNETT/ARC WORLDWIDE SINGAPORE, SINGAPORE
Design/Advertising Agency:LEO BURNETT/ARC WORLDWIDE SINGAPORE, SINGAPORE

Credits

Credits

Name Company Position
Chris Chiu Leo Burnett Executive Creative Director
Alex Lim Thye Aun Leo Burnett Creative Director
Alex Lim Thye Aun/Adrian Yeap Leo Burnett Creative Director/Writer
Alex Lim Thye Aun/Ngai Arh Chun Leo Burnett Creative Director/Art Director
Ngai Arh Chun/Alex Lim Thye Aun Leo Burnett Creative Director/Art Director
Anuchai Remix Studios Photographer
Anuchai Remix Studios Retoucher
Joel Ng Leo Burnett Production Manager

Brief Explanation

Although targeted at conservative housewives from middle income households, the younger owners that make up this somewhat more modern proprietorship (in what is typically an old fashioned industry in Singapore) they requested for something with a bit of a fun.

The Brief

Oliver, Patrick and Glenn Grocers Pte Ltd are a medium sized grocery that needed a corporate identity that would be used across all stationery and packaging.

How the final design was conceived

By utilizing vegetables that, incredibly enough, had almost human facial-like contours, we created the following pieces of corporate stationery for Oliver, Patrick and Glenn Grocers. While its out of pure coincidence that the vegetables happen to be an onion (Oliver), potato (Patrick) and ginger (Glenn), suffice to say that was as far as the remblance went.

Indication of how successful the outcome was in the market

As a relatively new company, there has yet to be a substantive correlation between the corporate identity and sales. However, in casual conversations between staff and customers, quite a high number have expressed an appreciation for the 'cleverness' of the design. They felt that the logo/branding device was a contemporary, fresh alternative in the otherwise traditional business of fresh produce trading.