Fragrance is built on the foundations of quality, honesty, progression 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


The new logotype uses a refined typography from Fragrance's Chinese identity (xiang wei), reflecting the company's attention to quality and service-oriented dedication. The result is a logotype that complements the Chinese logotype, and a brand that visually conveys the philosophy of being forward-looking yet mindful of age-old traditions. The slogan, "Traditional recipe since 1969" is a nod to the company's heritage.

The identity 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 youthful disposition and outlook

Xiang Wei:

The artful caligraphy of "Xiang Wei" meaning Fragrance in Chinese, harks back to Madam Ong's passion for delivering tantalising traditional favourites. The orange typography, deliberately chosen - an amalgamation of the auspicious red and yellow - is progressive while being rooted in its wholesome traditions.

Together, these two identities represents Fragrance's aspirations to celebrate wholesome traditions while continuing to embrace the youthful optimism of tomorrow

brand vision

Creating smiles and happy moments with every bite.

brand promise

Fragrance In Every Bite


brand mission

To continuously improve on quality, product innovation and delivering the highest of customer service standards


The Values of Fragrance (Xiang)

Xiang Wei

Is Fragrance in Chinese, and our promise for quality and deliciousness.


We're committed to upholding our credibility with sincerity and honesty


Staying ahead of the competition through innovation, and delivering new tantalising creations that everyone can savour.


Manufacturing our products with the finest of ingredients to ensure consistency.


Serving our customers with appreciation, and delivering the best service standards we can

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