Bakes Brand Experiences

Client

Bakes

Year

2022

Scope

Brand Design. Interior Architecture Packaging. Communications

Location

Ho Chi Minh City. Vietnam

Industry

Food & Beverage

Bakes, a French patisserie and bakery, recently opened a flagship store in Thao Dien, a neighborhood in Ho Chi Minh City with a growing local population that's also a popular weekend destination.

We created a design system that balances the everyday (say, a piece of bread) and special occasions (birthdays!), from branding to interior architecture.

The brand identity and spatial design aim to deliever Bakes brand ethos – 'Pastry should be like love: exciting, thoughtful, honest.'

Bakes, a French patisserie and bakery, recently opened a flagship store in Thao Dien, a neighborhood in Ho Chi Minh City with a growing local population that's also a popular weekend destination.

We created a design system that balances the everyday (say, a piece of bread) and special occasions (birthdays!), from branding to interior architecture.

The brand identity and spatial design aim to deliever Bakes brand ethos – 'Pastry should be like love: exciting, thoughtful, honest.'

A customizable stamping-system for product cards, easily adaptable as the brand continues to test and develop new products.

Taking inspirations from our products and ingredients, we developed a new illustration system for our special occasional packagings. Every bag and box is gift-able.

The three-story, 1000m2 building is thoughtfully divided into distinct areas, each serving a different purpose while maintaining a cohesive design intention: to be welcoming, warm, and exciting in every detail.

The ground floor houses the Boulangerie & Patisserie, laid out like a mini market.

The warm tones of the imperfect tiles and plywood complement the exposed beam structure, creating an inviting and friendly atmosphere. The result is a comfortable and welcoming ambiance that reflects the essence of Bakes.

The ground floor houses the Boulangerie & Patisserie, laid out like a mini market.

Special emphasis was placed on lounge chairs and outdoor furniture to ensure a comfortable and ergonomic experience for customers as they indulge in the delectable pastries andsoak in the inviting ambiance. In fact, Bakes is one of the first establishments in Vietnam to import authentic Hay Denmark furnitures.

TEAM

Creative Direction: Tuan Le
Graphic Design: Nghi Tran, Jun Kohmura, Trang Dinh
Illustration: Huong Ngo, Reo Le
Graphic Support: Xuan Phan
Spatial Design: Gia Tu Tran, Tram Dang, Tomas Tran, Jean Huynh
Draftman: Hiep Tran
Strategic Partnership: Phuong Anh, Duy Lam
Procurement: Hanh Le, Tam Chau, Hai Nguyen, Hai Uyen Huynh, Huyen Huynh
Producer: Kai Le
Uniform: Portrait
Construction: Tbd Construction
Furniture: Lab, District Eight Design, Hay Denmark
Tiles Supplier: Chie.co
Documentation: Kho Qua Studio, Do Sy
Business Support: Bryan Doan, Lab HR