Jue Mai Fu Bakery
Branding
c. Happy Link Culture Studio, Shenzhen, China.
2021
Jue Mai Fu is a bakery specializing in whole wheat bread, dedicated to providing a warm and comforting experience for its customers.
Moving away from traditional classical logo designs, the brand seeks a more playful and engaging identity that reflects its approachable and inviting nature.
Brand Ideation.
Whole Wheat Only. —— The new visual direction will emphasize freshness, authenticity, and a sense of joy, aligning with the bakery’s commitment to wholesome ingredients and heartfelt craftsmanship.
Main Logo.
The handwritten logo shapes its English name into a form reminiscent of bread. Drawing inspiration from the classic bread shape, pinyin annotation is incorporated into the logo, serving both as a functional label and a decorative element that enhances its playfulness and distinctiveness.
Supporting Icon.
Additionally, a small whole wheat bread icon was developed as a supporting visual element, reinforcing the brand’s identity while adding a layer of calmness, creativity, and simplicity to the overall design.
Color Palette.
To emphasize the authenticity and natural essence of whole wheat—simple yet extraordinary—the color palette is intentionally kept warm, cozy, and minimalistic. This approach creates a sense of comfort and softness, aligning with the brand’s identity and reinforcing its commitment to wholesome, high-quality ingredients.