As part of a brand refresh and new outlet launch in Japan, Bee Cheng Hiang identified the need to update its Point-of-Sale Materials (POSM) and in-store icon system. The goal was to create a cohesive visual identity that could be used across Singapore, Japan, and South Korea, while remaining adaptable to each market’s language, layout, and cultural expectations.

My Role

Cross-Regional Visual Strategy:

• Initiated a complete refresh of the POSM label and icon system to align with modern brand standards
• Studied cultural and language considerations to ensure icons would be relevant, easily understood, and visually appropriate across JP/KR/SG

Modular Icon System Development:

• Designed a versatile icon set that could adapt to various usage contexts — including product labels, shelf talkers, promotional tags, and store signage
• Ensured icons could support multi-language layouts, retaining clarity regardless of space constraints or text density

Consistency Across Regions:

• Developed a unified design logic that maintained brand recognition while allowing region-specific adjustments for readability and local conventions

Design Approach

• Cultural Sensitivity in Design: Carefully reviewed each market’s visual expectations and language flow, particularly for how icons accompany Japanese, Korean, and English text
• Functionally Scalable Visuals: Designed icons to work across different in-store print sizes and formats, from small labels to large banners
• System-Led Cohesion: Treated the POSM update not as one-off pieces, but as a structured system that could grow with future product launches and promotions

Outcome

• Created a reusable icon framework that supports multi-language in-store visuals with brand consistency
• Successfully launched a modern, flexible POSM system used across Bee Cheng Hiang stores in Singapore, Japan, and South Korea
• Reinforced a globally coherent yet locally relevant in-store experience across three major markets