Bakes' new logo and visual identity X The Lab Saigon

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.

‍

‍

‍

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

‍

‍

‍

‍

‍

‍

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

‍