Choose Good. Do Good.

A rebrand for Singapore’s leading indoor farm

Sustenir’s mission is to be a brand of choice for the “conscious generation”. They do so by delivering healthy choices that enable people to do good for their health and also for the environment.

(Fact: Singapore is an island with limited space and limited resources to grow its own food. Therefore, the country is dependent on food exports to feed its people. Sustenir Agriculture is one of the pioneering brands that support food sustainability by banking on technology to grow its own food - kale, arugula, spinach, basil, among others, and also strawberry, which is was seemingly an impossible task to grow in Singapore.)

Packaging Good Choices.

To bring this new branding to life, we re-designed Sustenir’s packaging to carry the new tagline.

We wanted to communicate these new principles where people can see it as they buy the products in the supermarket.

Beyond packaging, we also created a quirky kind of POSM campaign.

The team designed supermarket visuals supporting Choose Good Do Good.

It featured little factoids about nutrition and that a small good choice can affect your life more than you can imagine. Supermarket goers were inspired to make a switch to a healthier, more Singapore grown food products vs the exported.

Making Good Choices IRL.

A step towards a better Singapore.

As part of our initiative to promote Choose Good Do Good, we created ads, billboards and social media assets to inspire the people of Singapore be more aware of the implications of choosing exported produce, therefore more and more people should support locally grown produce instead.

We needed to give people a reason to care. We found out that Singaporeans take two things seriously: love for food and the price they pay. But when it comes to imported food, there’s a price tag that we don’t see.

Now, what if we show people those  ‘hidden costs’ as the truest currency?

Our idea was to show the real cost of food by turning SGD into carbon currency to show the environmental impact of food consumed in Singapore.

And on UN World Food Day 2019, we stormed the nation with a series of thought provoking key visuals that show the real cost of imported food by calling out the main detail we focus on whenever we shop - the price tag.