• Date added
27 October 2023
Bakes is a French patisserie based in Ho Chi Minh City, founded in 2015 by Laure Chevallier, a French hospitality entrepreneur, and Tuan Le, a Vietnamese American creative director. They recently opened a flagship store in Thao Dien, taking advantage of the area's increasing local population and status as a popular weekend destination. This flagship store houses a patisserie, bakery, dessert bar, and central labo all in one location.
Ho Chi Minh City-based design and creative lab The Lab crafted a design system that balances every day and special occasions, with the design system extending from branding to interior architecture.
The Lab maintained a simple and approachable approach to the packaging of everyday baked goods, employing kraft material with a touch of personality introduced through vibrant colours, illustrations, and copy to keep things exciting, prioritising personality and context over rigid uniformity. Additionally, The Lab implemented a customisable stamping system for product cards, ensuring adaptability as Bakes continues to test and develop new products. Taking inspiration from Bakes' diverse range of products and ingredients, The Lab crafted a novel illustration system for packaging used for special occasions, with each bag and box designed to be gift-worthy.