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Fresh Dash (Delivery Service Brand) — 2022
A school project that tasked us to create a brand that aims to promote Singapore's 30 by 30 vision; to raise our ambition for local food production and enhance the resilience of Singapore's food supply

Currently, only 10% of Singapore's land is used for agriculture, so it imports 90% of its food requirements. To improve food security, Singapore has put in place a 30 by 30 vision to raise our ambition for local food production, and have 30% of our nutritional needs locally produced by 2030. Based on a survey I conducted, local produce is unappealing to Singaporeans due to its higher price point as compared to imported produce.

My solution is to create a premier delivery service brand that fights time to deliver locally grown produce straight from farms to customers' doorsteps within 30 minutes. Deliverables include a mobile application, bus-stop advertisements, a mobile market campaign, packaging design, delivery backpacks and an infographic supermarket mural. The intended impact this brand aims to achieve is for customers to be better educated on the health benefits of local produce, namely its nutritional benefits from eating fresh. Long-term effects include a loyal following for Fresh Dash, eventually leading to increased support for local food production.

(2022)
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Fresh Dash (Delivery Service Brand) — 2022
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Crystal Seow

Fresh Dash (Delivery Service Brand) — 2022

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Published: