Baozi



Scope
Brand Identity

The Subversion of Norms

Client
Baozi
Sector
F&B




Visual identity reinvention for Baozi, a thriving bao concept with a twist. From London's Hackney neighborhood to downtown Saigon, Baozi carries a diverse, creative, label-less selection of Asian fusion food. The new visual language can be captured as “Banksy got drunk in Chinatown.” It features a redrawn logotype that preserves just the signature ‘B’ of the old identity and a tongue-in-cheek design scheme that is largely inspired by pop culture & street vandalism. The hero of the identity is a series of humorously R-rated illustrations of popular characters that embodies the East meets West character of the brand.
































This is it,

Creative Director
Giang Nguyen
Designers 
Minh Nguyen
Dan Ni
Illustration
tinsideout
Brand Photography
Do Sy Studio
Stylist
Thuan Vo








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If you’re keen on working together, here’s how to reach us:
Emailus@onbehalfof.studio
Address58/12 Pham Ngoc Thach, Ward Vo Thi Sau, District 3, HCMC
phone(+84) 988 661 655
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