Fung Heung Yuen Bakery | Branding Design

Background:
Fung Heung Bakery, established in 1956, has been dedicated to providing healthy, affordable, and delicious bread to the people of Hong Kong. Over the past 60 years, Fung Heung Bakery has continuously served the public, never wavering in its commitment to delivering tasty food. Initially focused on B2B operations, supplying high-quality bread to various restaurants, the company has now decided to expand its reach to more consumers and update its brand logo and packaging in response to market changes.

Branding Design Proposal:
The branding design aims to bring a fresh and eye-catching appeal to attract a wider audience. While retaining elements of the phoenix, the brand logo will be simplified and crafted with elegant lines to showcase the brand’s sophistication and uniqueness. Adopting a New Oriental style for positioning, the brand will resonate more closely with the local market while establishing clear differentiation and positioning from other brands in the market. With Fung Heung Bakery’s brand character being stable and rich in content, the choice of camel color tones for the new brand will elevate the brand’s style and natural feel. Additionally, the packaging design will feature the morphed “鳳” character serving as a window, symbolizing both the stability of a mountain and becoming a distinctive element of the brand, capturing consumers’ attention.

What we did:
Brand Positioning, Logo Design, Package Design

Background:
Fung Heung Bakery, established in 1956, has been dedicated to providing healthy, affordable, and delicious bread to the people of Hong Kong. Over the past 60 years, Fung Heung Bakery has continuously served the public, never wavering in its commitment to delivering tasty food. Initially focused on B2B operations, supplying high-quality bread to various restaurants, the company has now decided to expand its reach to more consumers and update its brand logo and packaging in response to market changes.

Design Solution:
The branding design aims to bring a fresh and eye-catching appeal to attract a wider audience. While retaining elements of the phoenix, the brand logo will be simplified and crafted with elegant lines to showcase the brand’s sophistication and uniqueness. Adopting a New Oriental style for positioning, the brand will resonate more closely with the local market while establishing clear differentiation and positioning from other brands in the market. With Fung Heung Bakery’s brand character being stable and rich in content, the choice of camel color tones for the new brand will elevate the brand’s style and natural feel. Additionally, the packaging design will feature the morphed “鳳” character serving as a window, symbolizing both the stability of a mountain and becoming a distinctive element of the brand, capturing consumers’ attention.

Related questions

Question: What year was Fung Heung Yuen Bakery established, and what is its significance in Hong Kong?

Answer: Fung Heung Yuen Bakery was established in 1956 and has played a pivotal role in providing healthy, affordable, and delicious bread to the residents of Hong Kong for over 60 years. Initially a B2B supplier, the bakery has expanded its market reach to directly serve consumers, maintaining a steadfast commitment to quality and taste.

Question: What are the key features of the new branding design for Fung Heung Yuen Bakery?

Answer: The redesigned branding for Fung Heung Yuen Bakery features a simplified logo that incorporates the phoenix symbol with elegant lines, reflecting the brand’s sophistication and uniqueness. Adopting a New Oriental style, the refresh aims to resonate more closely with the local market and differentiate clearly from competitors. The new camel color tones enhance the brand’s natural and stable character, while the packaging design introduces a morphed “鳳” character as a distinctive visual element.

Question: What objectives does Fung Heung Yuen Bakery aim to achieve with its new branding and packaging design?

Answer: The primary objectives behind Fung Heung Yuen Bakery’s rebranding are to attract a wider audience, update the brand to reflect current market trends, and enhance consumer engagement with modern and visually appealing elements. The rebranding also aims to strengthen the bakery’s market positioning with a unique identity that highlights its heritage and commitment to quality.

Question: Can you name the key contributors to the rebranding project of Fung Heung Yuen Bakery?

Answer: The rebranding of Fung Heung Yuen Bakery was led by Creative Director Vince Cheung, with significant contributions from Designer Ken Li and Photographer Justin Tsao. Their collective efforts have resulted in a cohesive and refreshed brand identity that aligns with the bakery’s longstanding values and market aspirations.