Bakehouse is a local neighbourhood bakery by renowned pastry chef Grégoire Michaud. Bakehouse is built with a passion for craftsmanship and a sense of community. They opened their first location in Wanchai in 2018, and after a hugely successful few years, they were ready to expand their business. They planned to open a second branch in Soho Central and wanted their brand to match the evolution of the business. Bakehouse also has two sister companies, Bread Elements and Bread Pantry, and they wanted all three of their interlinked businesses to have some common through-line throughout their branding.
kith&kin worked with Bakehouse to create a refreshed visual identity, website, packaging and brand story. We started with a series of deep dive brand workshops, and our main insight was that Bakehouse has a very loyal community. We carried these stories of the community through to the visual identity design by creating custom illustrations with Dustin Holmes based on some of their beloved, long-time customers.
We also refreshed the logo and colour palette. The new logo is inspired by the iconic brick interior from their Wanchai branch. Bakehouse is famous for its blue colour, and so we selected a complementary orange to add liveliness to the colour palette. The use of blue and orange as the two main brand colours is also seen across all of the Bakehouse companies as a way to subtly tie all three companies together.
Since the implementation of the new visual identity, Bakehouse has successfully opened its second branch in Soho, Central, which has swiftly become a staple of the local area. Bakehouse has also seen a hugely positive response from consumers towards the new illustrations and packing design, with many posting pictures of the products and the packing on their social media channels.