Creating an omni-channel experience for one of Singapore’s favorite baking brand


Phoon Huat




Spatial Design, UX Design, Service Design, Branding


In Singapore, Phoon Huat is synonymous with baking. Since 1947, Phoon Huat has built its business on provenance, sourcing the best ingredients from around the world. Today they are the go-to provider of baking goods throughout the country. 

Chemistry has enjoyed a long-standing working relationship with Phoon Huat, starting back in 2011 with the remake of their retail brand, Redman. So we jumped at the opportunity when we were asked to bring Redman to the next level through the design the new flagship store at StarVista Mall. This transformative project would not only put Redman as the masterbrand for the business but also simultaneously introduce a completely new e-commerce and membership platform to connect with today’s digital consumer.

What We Did

Our team followed a human-centric design approach to understand the vast spectrum of shoppers who come to Redman. We took into account their needs as shoppers, their motivations as bakers and their expectations as customers.

We then designed an integrated online platform that worked in tandem with the physical space, in order to creating an omni-channel customer experience that integrates with different customer’s shopping styles. Furthermore, it works to encourage learning and discovery for new customers curious about baking.

Beyond the brand new look and feel of the flagship store, we also introduced The Kitchen Pod. A key new element based on an open-kitchen exhibition space that invites customers to get hands-on and discover new ideas for baking.


The new Redman flagship store is an absolute baking wonderland. Our efforts were responsible for the complete transformation of Phoon Huat’s retail experience, placing the brand at the centre of this new experience supported by both the in-store as well as new digital experience.

The comprehensive makeover of Redman’s digital presence enabled an engaging and sophisticated online experience. It not only repositioned the brand as a viable player in the online space, but revolutionised the way Phoon Huat serves and connects to their customers.

“Since we opened the new store, our customers have been discovering products they never realised we had!” 

Tjen Chew Lee (CFO)


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