Home of All Things Fine 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.
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
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.