SingPost Smartpac
A New Look for Smartpac
Solutions
Packaging Design
Illustrations
Web Design
Marketing & Social Media
Overview
Government
SingPost is the designated Public Postal Licensee (PPL) for Singapore, providing comprehensive services for collecting, sorting and distributing domestic and international mail. We have worked with SingPost in a variety of brand and marketing activations for Domestic mail department.
We designed the packaging refresh for postage-paid packaging smartpac and conceptualised marketing collaterals for the launch across various platforms.
Creating Resonance with An Improved Identity
Our initial audit found that there was a lack of emotional resonance that customers have with smartpac. The challenge was to boost brand resonance and association with the trusted SingPost brand. As SingPost was already moving towards more sustainable packaging, we made the smartpac logo cleaner and simpler to reflect the idea of 'a cleaner tomorrow', as well as to enhance readability.
Conveying Connectivity & Environmental Responsibility
smartpac bridges people together through efficient and convenient letterbox delivery. The packaging design is inspired by this idea, featuring connecting pathways and the SingPost bike paired with the signal icon to visualise trackability. The new proposition in highlighted via a call-out box using SingPost's mailman mascot as a friendly face to inform customers that smartpac is now made using recyclable materials. Other environmental claims are housed in the same striking green at the back. The re-launched is communicated via the key message of "smartpac that cares".
Amplification through
Social Media
Following the launch, we developed and executed ideas for sustenance content on social media across organic and paid posts. This included animations, gamification, contests, and other lifestyle-focused pieces. Our paid strategies helped to increase awareness and encourage conversion for smartpac. Ads saw conversion rates that range from 14 - 30%, and garnered over 160,000 impressions over 2 weeks.