The Subversion of Norms
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.
Art direction & graphic design: Behalf Studio
Creative director: Giang Nguyen
Designers: Minh Nguyen, Dan Ni
Illustration: tinsideout
Brand photography: Do Sy Studio
Stylist: Thuan Vo
Thank you!
