RedMan - Designing an omni-channel retail experience

From Physical to Digital: creating an omni-channel experience for RedMan


Phoon Huat




UX Design

Experience and Service Design


Chemistry Team has enjoyed a long-standing working relationship with Phoon Huat. Read about Chemistry’s involvement in the design of RedMan’s Flagship store and other outlets here.

Phoon Huat Pte Ltd has been providing quality baking goods to businesses and the community since 1947. The first little ‘mom & pop’ store was established in Middle Road by Hainanese entrepreneur Wong Tai Fuang. The business has since grown into a much loved household name. Their rich selection of baking ingredients has been the cornerstone of their success.

What We Did

An integral part of the project was to develop a comprehensive digital platform that would connect with RedMan’s customers beyond the store, facilitating not only online shopping, but the booking of classes. This would create a virtual space for customers and the brand to interact, share stories, recipes, and build loyalty. Utilising the same user-centric methodology utilised in the spatial design, each persona was considered carefully in designing the digital platform.


With a deep understanding of RedMan’s customers, we were able to craft a holistic omni-channel retail experience for the brand.

In addition, this has served to help Phoon Huat weather the storm with the COVID-19 outbreak, providing the ability to channel operations to their e-commerce and could not have come at a more opportune time.

Thanks to the design revamp and the online platform, Redman still managed to achieve an annual revenue comparable to its S$100 million milestone set in 2017 despite all the lockdowns in 2020.

Not sure where to start?

Contact Us to start a conversation and explore new opportunities for your business.