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.

Innovation was key to our design philosophy and RED introduced new merchandising concepts, technologies and core destinations, all aimed at enhancing the customer experience.

After 18 months of hard work, RED delivered  the new concept to Saigon Co.op – including signage, graphics, packaging, private label designs – along with the full store design package and standards manuals.

Thanks to the Finelife team RED was able to open our first design office in Vietnam in 2018.

The first Finelife store opened in December 2019.