OUR HERITAGE
Inspired by the fervour and optimism of the newly independent Singapore, Madam Ong set up her first bak kwa stall in 1969. Through hard work, she developed winning formula, and the heavenly scent of her barbecued meat attracted Singaporeans from all walks of life to share in this tradition. The brand was named in Chinese, meaning "Fragrance", after the natural aroma of the barbecued meat.
Madam Ong's descendants, the Tan family, has continued championing the indomitable spirit of a post-independent Singapore with their irresistible barbecued selections as well as traditional Singaporean snacks. It is every Singaporean's pride in our gastronomic traditions that has driven Fragrance forward to become one of the region's fastest growing chains and leaders in barbecued meats.
Come share the passion and enthusiasm of Madam Ong and our traditional favourites at Fragrance.
OUR VISION
Creating smiles and happy moments with every bite.
OUR PROMISE
Fragrance In Every Bite
香在嘴里，味在心里
OUR MISSION
To continuously improve on quality through product innovation for customer satisfaction.
OUR VALUES
The Promise of Xiang Wei
Our brand name, Fragrance in Chinese is itself our promise for quality and deliciousness.
Integrity
We're committed to upholding our credibility through customer trust.
Adaptability
We stay ahead of the competition through innovation, delivering new tantalising creations that everyone can savour.
Naturalness
We manufacture our products with the finest of ingredients to ensure consistency.
Gratitude
We appreciate our customers, and strive for the best service standards to all returning customers.
OUR BRAND
Fragrance is built on the foundations of quality, progress, trust and customer satisfaction.
Our products are manufactured in Singapore based on time-honoured recipes, using only the highest quality of ingredients to ensure our products maintain their consistency and conform to the highest of hygiene standards.
BRAND LOGO
Fragrance:
The new calligraphic logotype uses a refined typography that incorporates Fragrance's Chinese identity (xiang wei), reflecting the company's attention to quality and service-oriented dedication. The result is a branding that visually conveys the philosophy of being forward-looking yet mindful of age-old traditions. The slogan, "Traditional recipe since 1969" underscores the company's heritage.
Our legacy logo is anchored by the Chinese character, "Xiang" meaning Fragrance, stylised with a tongue to represent the tantalising delights of Fragrance's products. It represents the company's youthfulness
Xiang Wei:
In calligraphic font, "Xiang Wei" meaning Fragrance in Chinese, harks back to Madam Ong's passion for delivering tantalising traditional favourites. The orange monotone is a minimalistic blend of the traditional red and yellow, symbolizing the company's progressiveness while being rooted in its rich traditions.
Together, these two identities represent Fragrance's aspirations to celebrate wholesome traditions while continuing to embrace the optimism of tomorrow.
AWARDS & CERTIFICATIONS
Singapore Prestige Brand Award (SPBA)
Inaugurated in 2002, this award is jointly organised by the Association of Small and Medium Enterprises and Lianhe Zaobao. SPBA continues to recognise and honour Singapore brands that are developed and managed effectively through various branding initiatives.
