Little Bao
Revamping an iconic face that has helped shape the city’s food & beverage scene for over a decade.
Challenge
How does a celebrated restaurant evolve with the culture it helped shape? After 12 years of success, Little Bao reached a natural turning point. Its community had expanded, dining habits had shifted, and the brand needed to grow in step with a broader audience without losing the bold, playful energy that made it resonate from the beginning.
Solution
Working with the restaurant team, we identified an opportunity to build on this evolution rather than redefine the brand. With the Causeway Bay location established as a more open, family-friendly diner, we focused on strengthening what people first knew and loved about Little Bao through a return to its original, distinct setting: an intimate dining spot in the heart of Central. We created a dynamic brand system that could move fluidly between these environments while keeping its core identity intact. With the Bao Head now a recognisable icon, the system explores how far it can be reinterpreted through an updated colour palette, refreshed logotype, and flexible graphical layouts, embracing change while staying true to Little Bao’s original spirit.
Key Insight
Little Bao has gone from strength to strength, featuring as a pop up in London, UK as a collaboration with Soho House and May Chow featuring as a Chef judge on Masterchef. Little Bao has evolved into a cultural destination - it has become a must-visit destination for locals and curious travellers.
impact
40
percent growth in Instagram followers since the rebrand
3
locations since it first opened doors in 2013
11
years of operations with countless crossovers and pop-up events all over the world
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