Beverage company Yeo Hiap Seng, better known as Yeo’s, have launched two new drinks with quirky character illustrations in collaboration with the FairPrice Group to commemorate the supermarket’s 50th Anniversary.

The collaboration includes a new snow chrysanthemum tea and a lychee drink with bits of aloe vera in special packaging that feature Singlish speaking characters as well as the FairPrice 50 logo.

“The design draws inspiration from the vibrant 1970s Singaporean illustration style, infusing a sense of nostalgia and cultural heritage into the packaging,” said Jennis Tan, general manager of Yeo’s Singapore.

According to Tan, Yeo’s wanted to showcase the best of Asian flavours when coming up with the new drinks. It also wanted to create packaging that tapped on the brand’s cultural heritage while resonating with local consumers.

Creative agency The Brand Fellows worked with FairPrice and Yeo’s on the new cartoonised packaging that is a marked departure from the traditional Yeo’s packaging that includes pictures or illustrations of the drink’s key ingredients at the forefront.

“One of the relatable trends now is to go ‘retro chic’, where we forge contemporary aesthetics created by modern tools of the trade with familiar old-school graphics which are very popular and well received by the young and old,” said Jingle Chen, Director of Branding and Design from The Brand Fellows.

“When we were briefed on Yeo’s collaboration with FairPrice, we were super excited to recreate and bring out the old sentimental scenes from Singapore seen in many black and white archival photos,” Chen explained.

By taking a neutral, pastel interpretation on black and white pictures, the special edition cans hope to capture the attention of shoppers with its ability to evoke feelings of nostalgia and laughter when they read the Singlish phrases “liang ah, liang ah, liang” and “chill lax lah” appearing in a speech bubble on the packaging.

The collaboration with Yeo’s is part of FairPrice’s larger 50th Anniversary celebrations which saw the launch of “Always, FairPrice” as it looks to respond to growing rates of inflation in Singapore. The campaign aims to emphasise the brand’s commitment and dedication to Singaporeans while honouring its dedication to serving the nation over the last 50 years.

“This is a momentous occasion – 50 years of continued dedication to providing for the nation through thick and thin,” said Alvin Neo, chief customer and marketing officer, FairPrice Group.

“This campaign is our love letter to all in Singapore; that we are here to serve our nation always – by moderating cost of living to keep essentials within reach and readily available,” he continued.