The Subversion of Norms

CLIENT
Baozi
INDUSTRY
Food & Beverage

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.

Creative Director
Giang Nguyen

Designers
Minh Nguyen
Dan Ni

Illustrator
tinsideout 

Brand Photography
Do Sy Studio

Stylist
Thuan Vo