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 by uncovering what makes Bakehouse such a beloved brand and bakery in its local neighbourhood. Through a series of brand workshops, our main insight was that Bakehouse has a loyal community, and that Bakehouse and its products are a part of people's everyday routines. Bakehouse also focuses on training their staff to recognise and interact with regular customers and show effort in both service and product quality. This is one of the strengths of Bakehouse compared to other big chain bakeries across the city which mostly prize convenience.
The founders and leaders of Bakehouse wanted a lively identity that showcases their appreciation for the support they have received from their community. We wanted to find ways to represent the community and to tell a story through them. Bakehouse already has a strong positive reputation for its quality and products, and so the strength and passion of their community was a unique avenue for us to use.
We carried the stories of the community through to the visual identity design. We worked with Bakehouse to find ways we could honour its devoted community and how to make it an integral part of the new visual identity. We created custom illustrations with Dustin Holmes based on some of their beloved customers. We used a loose and friendly line illustration style to convey the community's emotions without needing any words. These illustrations honour and give thanks to some of their real long-time supporters and show how Bakehouse is an essential part of their everyday lives. These illustrations are also used as a texture throughout the rest of the visual identity. They are used as standalone prints but are also mixed to create a pattern. These illustration patterns are seen across the new packaging and interior. The prevalent use of these illustrations across the entire visual identity demonstrates how integral community really is to the Bakehouse brand.
The new logo is inspired by the iconic brick interior from their Wanchai branch. We also wanted to expand on the previous logo by positioning Grégoire Michaud as the focus of the brand due to his reputation and recognition within the local and international pastry community.
Bakehouse is famous for its blue colour, and so for the new visual identity, we wanted to keep their iconic blue because it was one of their existing brand strengths. We selected complementary and supporting colours for the Bakehouse Blue. The updated Bakehouse colour palette consists of the iconic Bakehouse Blue, complemented with L'Orange and supported with Seafoam and White. 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.