Heritage bakery rebrand, Tras Street

Client. Fourth-generation bakery preparing a name change while keeping the family story credible. One shophouse location, strong neighbourhood loyalty, packaging that no longer matched product quality.

Challenge. The owners needed a brand that felt contemporary without losing trust. Supplier claims on packaging had to match written records. Launch had to complete before a fixed lease milestone.

What we did. Brand strategy workshops with the family and operations lead. Positioning centred on daily bake rhythm and traceable ingredients—not generic artisan language. Visual identity: wordmark, warm copper palette, packaging grid for boxes and bags. Launch messaging in four phases: name reveal, opening-week reminder, partner thank-you, close memo.

Deliverables. Positioning PDF, logo system with horizontal and stacked lock-ups, packaging templates, in-store counter cards, social templates, press note, and partner letter—from one messaging document.

Outcome. Launch completed on the agreed date. Counter cards and bag branding went live together so staff gave consistent answers to walk-in questions. Case details are anonymised; we do not publish revenue or footfall figures.

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