New Town Bakery
4th Year GDMA Case Study Project
Branding / Case Study
Project
Redesign the identity of an Asian family bakery to attract new customers and blend with its surroundings—while preserving the essence that loyal customers cherish.
Background
New Town Bakery is a family-run shop specializing in Chinese and Filipino baked goods, serving Vancouver since 1980 from its original location in Chinatown.
Current Logo for New Town Bakery
Visual Identity for New Town Bakery
Logo (Vertical)
More Illustrations (Pineapple Bun, Freshly Baked, Butterfly Cookie
and 好吃 (Mandarin; Hao Chi / Cantonese; Hou Mei / English; Yummy
Traditional Red
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Logo (Horizontal)
Illustrations (Bao Bun, Butterfly Cookie, and Pineapple Bun)
Strategy + Solution
Ink Black
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Bao White
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New Town Bakery’s rebrand brings a fresh look to a beloved classic, updating its identity for new generations while keeping its nostalgic roots intact. Inspired by my own childhood visits, I created the tagline “The Bite That Brings You Back” to spark familiar memories for long-time customers and help new ones feel at home. The refreshed palette features a meaningful red-orange, paired with a logo that includes “新城” and a steamed bun in a stamp-style mark for flexible use. Signature treats like pineapple buns and butterfly cookies appear as illustrated stickers and monoline artwork across packaging and marketing. To add warmth, I hand-lettered “Jenny’s Favourites” in both English and Traditional Chinese, giving the brand a heartfelt, personal touch.
Pattern made with Illustrations
