Saigon Co.op is the biggest retail group in Vietnam with a portfolio of over 500 stores. RED was engaged to create a new premium supermarket concept targeting a more upscale customer who aspired to the finer things in life
This project was to put RED on the map in S.E. Asia, as it gave us the opportunity to enter the dynamic, fast-growing, retail market of Vietnam. Our project started with Customer Insights research and Brand Creation. Once we settled on the Finelife brand name and identity, the serious task of designing the store concept began. The look and feel of Finelife stores is modern and sophisticated, yet warm and inviting. Within the contemporary design we used traditional Vietnamese elements, materials and iconic features such as breeze blocks and bamboo.