Little Bao
Revamping an iconic face that has helped shape the city’s food & beverage scene for over a decade.
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Challenge
How does a celebrated restaurant adapt when its original customers evolve? After 12 years of success, this modern Asian bistro reached a turning point: its initial crowd of young urbanites had grown into professionals and parents. The brand needed to mature authentically, speaking to both its loyal base and a new generation of food enthusiasts.
Solution
Working with the restaurant team, we identified an opportunity for strategic expansion. With their Causweway Bay location already established as a new family-friendly diner, we wanted to strengthen what people originally knew and loved about Little Bao. This led to a return to Little Bao's original, distinct location: an intimate dining spot in the heart of Central. We created a dynamic brand system that could flex between these environments while maintaining core brand elements, balancing refined sophistication with welcoming comfort.
Results
The brand evolution and dual-location strategy proved successful. The Central location draws food enthusiasts and young professionals seeking an intimate dining experience, while the Causeway Bay space welcomes families without compromising on style. This strategic approach has allowed the brand to mature alongside its original customers while attracting new audiences, demonstrating how restaurants can thoughtfully evolve with their community.
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
10
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
before/after
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