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Bakes gets new logo and identity by The Lab Saigon
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Bakes on any occasion

Bakes gets new logo and identity by The Lab Saigon

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Last updated on
January 31, 2023

Bakes is a French pastry in Saigon, known for its creative, modern style of pastries. Bakes was established as an online shop for pastries in late 2016, then opens the first flagship store in 2020. The Lab Saigon help to build a solid visual identity that supports Bakes' brand positioning and message. They also produce special packaging for Mooncakes every year and occasions themes for whole brand touchpoints like Xmas theme.

Bakes logo closer look
Bakes logo closer look

Bakes cashier interior design
Bakes cashier interior design

We designed a brand with nothing to hide, an honest identity inside out, from packaging to architectur. Wordmark crafted from Bakes Sans, our bespoke font in one confident weight, balancing curves, straight edges, and mostly monospaced glyphs, for a clean but friendly vibe. Custom illustrations lend personality to the brand and provide animation opportunities.The system evokes simple honesty, a reflection of the brand’s use of natural local-ingredients, no artificial coloring, and no preservatives. With a touch of personality.

Bakes case study @The Lab Saigon

Bakes exterior and takeaway windows
Bakes branded applications and touch points

Bakes exterior and takeaway windows

Credits

Creative Director: Tuan Le | Spatial Designers: Tomas Tran, Tram Dang, Trung Tran, Naomi Nguyen | Production Director: Nhung Ho | Graphic Designers: Trang Dinh,Tran N Nguyen, Jay Vu | Illustrator: Hung Le (Reo) | Junior Motion Graphic: Tuan Le | Photographer: Do Sy, Thuy Truc, Kai Nguyen, Duong Gia Hieu | Production: Phuong Anh Nguyen, Hanh Le | Account Director: Phuong Anh Nguyen | Project Manager: Huyen Vo, Khoa Do | Strategists: Ly Tong, Tuan Dao | Documentation Support: Andree Nguyen, Kai Nguyen, Khe Nguyen | Build: Tbd Construction

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Bakes

identity in action

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Brand name
Bakes
Sector
Bakery
-
Restaurants
Founded year
2016
Origin country
Vietnam
Project context
Branding
Release date
August 2020
brand primary colors
Design by
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Related links

Bakes Saigon Bakes Flagship case study


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