Nhat Huong Bakery
Summary
I worked as part of a team to redesign Nhat Huong’s visual identity, enhancing how the brand communicates its legacy as a pioneer in the Vietnamese baking industry. We focused on reflecting its comprehensive ecosystem—from production and education to distribution—while empowering its mission to spread the joy of baking and assert its leadership in new markets.
Client: Nhat Huong
Role: Designer
Timeline: 6 months
Tools: Photoshop, Illustrator
Skills: Branding, illustration
From Inspiring Taste to Empowering Bakers
Since its founding in 1998, Nhat Huong has led the Vietnamese baking industry as a trailblazer and a symbol of success. The brand disrupted foreign dominance in the domestic market with bold innovation and has grown into a comprehensive ecosystem, encompassing production facilities, an education system, and an extensive network of supermarkets and distributors.
Nhat Huong continues to empower bakers and spread the joy of baking across borders. Now, the brand aims to strengthen its position and explore new opportunities by enhancing its visual and strategic communication.
Reshaping Beyond Baking Excellence
Driven by a passion for baking, Nhat Huong has focused on product excellence rather than brand building. To inspire bakers both locally and globally, the brand sought to create an identity that resonates on an international scale.
By diving deep into Nhat Huong’s story, we uncovered an opportunity to spotlight its core values and meaningful impact on the community. Envisioning Nhat Huong as an Inspirer, the refreshed brand emphasizes its commitment to empowering individuals and uplifting society through baking—rooted in Vietnam, yet ready to make its mark internationally.
Made in Vietnam, For Every Kitchen
We prioritize using visuals as an effective tool to communicate Nhat Huong’s strategic vision to bakers of all backgrounds, fostering stronger connections and unlocking new business opportunities. Just as the beauty of baking lies in the hours of preparation behind a finished cake, 70% of our design work focuses on the “why” behind every creative decision.
Logo Refresh
Honoring Nhat Huong’s heritage and commitment, we’ve given the logo a modern update. Establishing an ideal ecosystem for bakers is no small feat, and the new logo is designed to stand as a mark of passion and the highest Vietnamese quality in the baking community.
While the iconic hat shape remains, its proportions and typography have been refined. The characters now connect seamlessly and are optimized for various sizes, while the hat’s brim features a more natural curve, allowing the text to follow its contour gracefully. This ensures versatility and adaptability across diverse applications.
Color
Nhat Huong's iconic red remains at the heart of the brand's identity, complemented by a vibrant pink to form a cohesive primary color palette. We also introduce a broader supporting color system, creating flexibility and consistency across various applications and platforms.
Typography
Our typography strikes a balance between tradition and modernity. The serif headline font reflects the brand's heritage with its strong and dependable design, while the clean and friendly sans-serif font supports it, ensuring clear readability across all platforms.
Graphic
The graphics capture the artistry and passion behind baking, embodying Nhat Huong's dedication to quality and craftsmanship. Reflecting the finesse of a pastry chef, the core visuals are designed to be adaptable, transforming into versatile shapes and patterns suitable for diverse packaging and platforms.
Packaging
Product lines are organized by color, pattern, and graphic elements. Given the diverse range of products, a structured approach to packaging design ensures consistency and clarity.
The refreshed brand identity we created for Nhat Huong has been crucial in unifying and enhancing the brand’s product lines and services. Our goal was to make each Nhat Huong product irresistible, standing out while aligning with the quality of other well-known international brands. This new identity also presents a more approachable and recognizable image, inspiring bakers and baking enthusiasts for generations to come.
