FEI FAH | BREAKTHROUGH WELLNESS SOLUTIONS

THE CHALLENGE

SPARK Creative worked with Fei Fah, a homegrown Singaporean traditional Chinese medicine brand serving generations of consumers, to refresh its identity for a contemporary wellness audience. The project brought together brand identity design, packaging, retail fixtures and promotional displays, retaining a sense of heritage while introducing a more modern expression.

OUR APPROACH

In a crowded market of traditional brands, Fei Fah wanted to appeal to younger, more discerning consumers while remaining familiar to its existing customers. The brief called for a contemporary edge that respected the brand’s heritage and supported new products relevant to modern lifestyles.

THE RESULT

We connected a more clearly defined brand strategy with an enhanced visual identity and a modernised packaging architecture. This brand design approach extended from the logo and individual products to retail fixtures and promotional displays, creating a consistent expression across the places where consumers encounter Fei Fah.

Heritage details remained central to the visual language, complemented by distinctive colour, product storytelling and references to the brand’s Singapore origins.

The enhanced primary logo brings together gold lettering, a ribbon banner and an ornamental crest. A simplified variation carries the Fei Fah name into retail applications, retaining the ribbon and traditional medicine motif in a wider format.

Airport Promotional Displays – A Gift of Wellness

Developed for rollout across Changi Airport’s four terminals, the promotional display introduces Fei Fah to Chinese travellers alongside visitors from regional and global markets.

“Bring Home a Gift of Wellness” provides the central invitation. Patterned display plinths, framed product information and colour-coded markers organise the range around different wellness interests. The composition presents the products together as gifts from a homegrown Singaporean brand.

Airport Retail Fixtures – A Singapore Sense of Place

Rolled out at locations across Changi Airport and Jewel, the fixtures combine gold-toned framing, red side panels, illuminated product shelving and integrated screens.

The design draws on vintage crystal forms, with greenery and animated imagery of stylised Supertrees referencing Singapore’s garden landscape. These elements bring the brand’s heritage and local origins into its travel retail design.

Packaging – TRUE-ZEN Sleep Enzyme

The TRUE-ZEN packaging pairs deep purple with a gold constellation-like pattern, giving the range a distinctive night-sky identity. Pale panels frame the Fei Fah crest and product name, while the outer box, individual packs and presentation tray share the same visual language.

Information panels provide space to explain the product’s ingredients and production story within the wider packaging architecture.

Packaging – NILE Crocodile Oil

For NILE Crocodile Oil, a fine blue crocodile-skin pattern wraps the pale outer packaging. Gold foil & embossed brand mark contrasts with the blue detailing, while opening the box reveals a vivid red interior that references the product’s Singapore origins.

The contrast between the restrained exterior and colourful reveal gives the product a distinctive presentation and unboxing experience.

Bring Your Heritage Brand Forward

Looking to refresh an established brand or introduce a new product range? Talk to SPARK Creative about connecting your identity, packaging and retail experience design around a clear brand story.