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.

Logo for a bakery and restaurant called 'New Town' with Chinese characters.

Current Logo for New Town Bakery

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Visual Identity for New Town Bakery

Logo for New Town Bakery with a stylized bread bun icon, Chinese characters in red, and English text 'NEW TOWN BAKERY' and 'EST 1980'.

Logo (Vertical)

Outline of a steamed bun with steam rising from it, illustrated in a simple line drawing.
Cartoon illustration of a hot dog bun with a sausage inside.
Illustration of a cinnamon roll with a smiling face, heart-shaped outline, and white border.

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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Sign for New Town Bakery with Chinese characters and text indicating it was established in 1980.

Logo (Horizontal)

A red maze in the shape of a heart on a black background.

Illustrations (Bao Bun, Butterfly Cookie, and Pineapple Bun)

Strategy + Solution

Icon of a burger with a bun and grill marks on top.
Red and white sign that says "FRESHLY BAKED".
Sign with red background and white border featuring Japanese characters that say 'Nice!'.

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.

A 3x3 grid of minimalist line icons depicting sandwiches, pretzels, and tacos, all outlined in orange, on a black background.
Pattern of icons representing a bag, pretzel, and burger, arranged in three rows and three columns against a black background.

Pattern made with Illustrations