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. 

EXPAND PROJECT DESCRIPTION ▼

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.

BaoChicka
Mockup
Bao-Board-01-1
Mantou_Sample-13
Mantou_Sample-14
TheBao-Thumbnail
howbao
TheBao_Interior-4
Artboard-1-2

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

TheBao_ChiliOilBG
BaoSite-2

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

JUSTIN WONG CREATIVE

All work © Justin Wong unless otherwise noted.

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