Bakehouse

The destination for baked goods with the community at its heart.

Challenge

When a neighbourhood bakery with cult-favourite status aimed to expand, their branding felt disconnected from their community roots and sister businesses. While known for artisan quality and a loyal following, their visuals lacked cohesion and emotional resonance. The challenge? To create a unified brand identity that honoured their heritage, connected three businesses, and positioned them for global growth—without losing the warmth that made them a local staple.

Solution

We started with immersive workshops to uncover the bakery’s secret ingredient: people. Their staff knew regulars by name, and customers treated visits as daily rituals. To celebrate this, we designed custom illustrations inspired by real patrons, weaving their stories into patterns for packaging, interiors, and digital assets. A refreshed logo nodded to their iconic brick walls, while the signature "Bakehouse Blue" was paired with vibrant accents to unify all three brands. The result? A visually cohesive, deeply human identity that turned customers into brand ambassadors.

Results

Post-rebrand, the bakery exploded from 1 location to 7+ stores, with tourists lining up across Asia. Social media buzz surged to 85k+ followers, and their iconic blue packaging became a must-share moment. Daily sales hit 30,000+ sourdough egg tarts, and features in travel guides cemented their status as a city landmark. Most importantly, the team felt proud and unified—proof that great design isn’t just seen, it’s felt.