Shermay’s Singapore Fine Food

Capturing the Tastes of Tradition

Branding an authentic Singaporean taste experience

  • Client

    Shermay's Singapore Fine Food

  • Team

    Jackson Tan
    Joan Chong
    Jolene Low
    Charice Chan

  • Client

    Shermay's Singapore Fine Food

  • Team

    Jackson Tan
    Joan Chong
    Jolene Low
    Charice Chan

Shermay’s Singapore Fine Foods creates the most authentic Singaporean taste experience and lets us discover the old taste of Singapore. The brand’s range of products are created based on Shermay’s family recipes and Singapore’s rich culinary heritage. It includes convenient ready-to-eat condiments, such as chilli sauce, ginger garlic sauce, and ready-to-cook marinades.

Inspired by her grandmother, Mrs Lee Chin Koon – a grand dame of Peranakan cuisine in Singapore, Shermay captures the heart of her family and local culinary traditions through her sauces. The plum symbol holds significant meaning in Shermay’s Chinese name — 雪梅. It portrays and best describes herself — being able to blossom even in the toughest conditions, which is a similar trait in both Shermay and her grandmother.

The brand’s range of products have since expanded with prawn crackers and bitternut crackers perfect for dipping, to give consumers a complete experience of its condiments, and Mrs Lee Chin Koon’s unique Nonya Curry Powder recipe.

Illustration of Shermay and her grandmother by local illustrator Lee Xin Li. Shermay’s name in Mandarin calligraphed by acclaimed ink painter Henri Chen.
Colours and iconography distinct each condiment
The logo, symbol and seal applied across the brand’s collaterals and product packaging