London-based Hong Kong-style bakery, celebrated for its authentic baked goods like egg tarts, black sesame rolls, and banana cake. Founded in 2012, the bakery blends heritage recipes with modern innovation
The challenge therefore, was to develop the brand, so it builds on its Hong Kong heritage and cultural roots but is appealing to more western tastes – a brand which won’t look out of place on the high streets of Britain.
Challenge
With 20 sites planned by 2030, the company was struggling to get Landlords to take them seriously. Those landlords didn’t like their branding and just couldn’t see how the Chinatown Bakery would fit within their portfolios.
The challenge therefore, was to develop the brand, so it builds on its Hong Kong heritage and cultural roots but is appealing to more western tastes – a brand which won’t look out of place on the high streets of Britain.
Strategy & Execution
Brand Messaging & Story
The new tagline — “A Taste of Hong Kong in Every Bake” was developed to capture the blend of tradition and freshness.
The business is heavily influenced by the bakeries of Hong Kong, and therefore the brand story and messaging were developed to reflect that. The slogan “A Taste of Hong Kong in Every Bake” was created to communicate that story with clarity and distinction.
Visual Identity
The new Chinatown Bakery logo blends tradition with modern clarity. The wordmark features a bold, sans-serif typeface with clean lines and rounded edges, giving it a contemporary yet approachable feel. It is set in all caps, creating a confident, structured presence that holds its own across signage, packaging, and digital platforms.
We also developed a brand graphic based on the original Chinatown Bakery – where the business began.
Outcome
Website
The website has a number of different functions – to act as an online store, generate wholesale orders and to promote the bakeries for in-store visits. We therefore developed a site which reflected the new brand design and messaging, combining functionality with style.
We included an Instagram feed to showcase their latest posts as well as to grow their followers. The site was designed to allow for the growth of the business, with the new bakeries added as they launch to the Locations page.
Brand Refresh
The rebranding of Chinatown Bakery brought the brand’s warmth, heritage, and culinary passion into a digital expression that’s both inviting and strategic. With a strong visual narrative and engaging messaging, the new brand positions the bakery for expanding retail and wholesale growth — while honouring its Hong Kong roots.