Bakes on any occasion

Bakes refreshed visual identity 2020 X The Lab Saigon

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QuickCase (~2 Min)

Curated by Brandcoat

Last updated on

April 12, 2024

Bakes, a French patisserie in Saigon, began as a niche online shop in 2015. Their modern take on traditional French pastries quickly won them a devoted following, and by 2020, they were ready to evolve. Bakes opened its flagship store on the eve of the iconic Turtle Lake — a perennial source of inspiration for the brand's unique creations, both in terms of pastries and interior aesthetics — in a bold move into the world of physical shops.

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As Bakes' brand expanded, so did the collaboration with The Lab Saigon. The Lab Saigon are more than just brand consultants for Bakes. The collaboration, which has been in place since Bakes' beginning, was important in translating Bakes' brand concept from the virtual to the physical realm. Their collaboration was a tapestry of creativity, with consistent support on the occasional thematic designs across various brand touchpoints, and products like the Mooncakes packaging that became an annual staple.

A brand's logo often captures its essence, and Bakes chose to keep the familiar while embracing the new. Their logo, a wordmark in a custom font, combines sophistication and warmth. The monospaced glyphs exude a clean and inviting vibe with their balanced curves and straight edges.

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Bakes' revised visual identity system reflected its core values. The brand promotes the use of natural local ingredients while strictly avoiding artificial colors and preservatives. It is simple, genuine, and evokes a sense of purity. Even their packaging reflects their commitment to sustainability. Their bags are made from bio-based materials and cassava starch and are designed to degrade naturally, minimizing environmental impact.

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In terms of typography, as previously stated, Bakes has its own custom font, 'Bakes Sans,' which gives it a distinct identity. This sans-serif typeface not only graced their logo, but it also became a standard in store signage. To add variety without sacrificing consistency, they paired 'Bakes Sans' with a serif typeface for different touchpoints such as menus and social posts. Furthermore, Bakes used a 'Liquid Font' for special use, like events and product names, adding dynamism to their branding.

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While illustrations have always been a part of Bakes' branding, the 2020 update increased their consistency and diversity, making them essential for brand visuals. These tailored illustrations added personality and animation potential, serving as a fun and referential visual communication tool in a variety of formats. It has been used to direct customers in physical spaces for better experiences and to increase social media content engagement.

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Bakes' voice and photography are refreshingly straightforward, with a dash of wit as the cherry on top. They aimed to bridge the simplicity of pastries and people through their photography, avoiding the highbrow image often associated with French pastries. Their goal was to introduce a brand of French pastries that appealed to everyone in Vietnam, not just the elite.

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Bakes' 2020 brand refresh exemplifies the power of evolution. While expanding their business model, they made certain that their brand values remained consistent. Bakes' journey has been remarkable, from an online presence to setting foot near Turtle Lake. Bakes is poised to become a household name in Saigon and beyond, thanks to their unwavering commitment to quality, sustainability, and genuine connection.

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