This branding project reimagines the identity of a handmade Hainanese bao business that has been lovingly passed down through three generations in Penang. Founded by my paternal grandfather over 60 years ago, the brand is deeply rooted in tradition, craftsmanship, and a commitment to honesty.

The new identity brings a contemporary twist while honouring its legacy. Inspired by the circular patterns and woven textures of traditional bamboo steamers—an iconic element in the making of baos — the logo integrates these motifs to form a visual language that feels both familiar and refined. The design balances heritage and modernity, conveying the warmth of handmade food with the clarity and simplicity suited for today’s market.

Every element, from the illustration style to the restrained colour palette, reflects the brand’s story: one of dedication, family pride, and time-honoured recipes kept alive through generations. This refreshed identity aims to preserve the soul of the business while presenting it in a way that resonates with a new audience.