Former Bo Innovation, Yardbird and TBLS chef May Chow wanted to create modern Chinese food for a modern city. “Little Bao” would fuse her love for her hometown cuisine with her passion for trying out new concepts. Little Bao needed a visual identity to launch their iconic Asian bao burger.
kith&kin worked with May to realise her vision for Little Bao’s visual identity. The iconic baby face logo came from May’s love for the Japanese Kewpie brand. We took May’s vision and turned it into a fully functioning visual identity.
We worked with local illustrator Cath Love to design the logo. We decided to make the babyface logo the key asset of the entire identity, hence why it is clearly displayed across all brand assets. Overall, the visual identity has an old meets new feeling – Little Bao fuses clean modern aesthetics with the chaotic character of our favourite local Hong Kong diners.
Little Bao originally started as a pop-up store that sold their burgers at music festivals or street markets. As the burgers gained recognition, May was soon able to secure a small space in Soho, Hong Kong’s foodie district. We worked with interior designer Sean Dix and our challenge was how to create a fast turnover rate whilst simultaneously entertaining guests waiting for a table.
Since then, 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. kith&kin has been grateful to be a part of this process at every stage, and we are lucky to be a part of their ongoing journey.