Logo & Brand Guidelines
ValueStar is a Shopee's exclusive house brand, offering a wide range of quality household essentials at affordable prices.
Launched in 2022, ValueStar has grown steadily. It started with just three products—kitchen towels, toilet paper, and baby wipes—but has since expanded to include facial tissues, liquid detergent, hand wash, and more. Best of all, it's sold exclusively on Shopee!
Brief: Positioned as reliable and family-friendly, the brand targets bargain shoppers and families looking for savings. The logo should be simple, distinct from parent brands- Shopee, and adaptable for web and print, with a maximum of three colors to minimize printing costs.
My role: To lead the research and benchmarking process and work on logo options with designers from the Local Singapore Marketing Team. After the logo was approved, I created various packaging design directions and compiled them into a comprehensive brand guideline. The biggest challenge was the timeline, as we had to complete everything in just over two weeks.
Research & Benchmarking
Between Blue and Red: Blue is widely used for daily goods and household brands in Singapore, appealing to all genders with its clean, calm, and stable feel. While red conveys passion and energy, it's closely tied to Lazada's Redmart. To differentiate our housebrand from our competitors while keeping it familiar with typical household products, we decided to go with blue.
Logo Options
The selected logo direction before further adjustment and iteration
We addressed the brief for ValueStar by creating a simple logo and packaging design that embodies the brand's personality of reliability and friendliness. The design features a shooting star, which not only nods to the brand name but also conveys the message, 'It's so affordable that you feel like you've struck gold with your savings!' ;D
Graphic Designer:
Logo Options: Nisrina Amalin, Sherlynn Quek, Waikin Lai
Brand Guideline & Packaging Design: Nisrina Amalin
Brand Design Lead:
Estella Guo
Year: 2021