The Bao NYC

DISCIPLINE

Identity and Branding
Packaging
Environmental Graphics

Asset-9

Branding, packaging, and environmental graphics for a beloved Chinese American hotspot in Manhattan.

The Bao is a popular downtown restaurant that has been servicing the Lower East Side for over 50 years. Bringing together traditional Chinese recipes and comforting American flavors, The Bao puts a fresh and sophisticated spin on takeout, and its identity needed to reflect this modern sensibility.

To connect the hotspot with a younger audience, I designed a complete identity for the eatery. The visuals were refreshed with bolder graphic patterns, cheeky copy, and colors that departed from the overused treatments of Chinese American restaurants. 

The typographic system for The Bao included a custom all-caps typeface, Mantou, whose letterforms are inspired by the curvilinear forms of the traditional Chinese steamed bun of the same name.

In addition to visual identity and environmental graphics, an ecommerce presence was developed for the brand to launch its line of frozen dumplings and sauces direct to customers around the country.

TheBao_Rug
BaoChickaGlow
Mockup
Bao-Board-01-1
Bao_Coasters
TheBao_Wok
TheBao_Alphabet
Mantou_Sample-13
Mantou_Sample-14
TheBao_Steamer
Matchbook_Vertical
TheBao_Coasters
TheBao_Interior-4
TheBao_Dumplings

The Bao also launched its signature frozen soup dumplings along with a selection of pre-packaged noodles and house sauces for nationwide shipping.

TheBao_FrozenDumplings
GingerScallion_Sauce24

Packaging and label design for signature sauces, sold DTC in restaurant and through website.

ChiliOil_24
BaoSite-2

Ecommerce platform for The Bao's line of frozen dumplings, bottled sauces, and dried noodles.

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Developing the creative work that builds the brands and culture of tomorrow.

149 EAST 23RD STREET #123
NEW YORK, NY 10010

ALL WORK © JUSTIN WONG DESIGN and rights reserved UNLESS otherwise NOTED.

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Developing the creative work that builds the brands and culture of tomorrow.

149 EAST 23RD STREET #123
NEW YORK, NY 10010

ALL WORK © JUSTIN WONG DESIGN and rights reserved UNLESS otherwise NOTED.

JWD_White