The smell of fresh bread brings people in, but the shop's name brings them back.
Plenty of bakeries make great bread, yet customers remember only the bread, not the shop. Sinh Vũ gives your shop a memorable face, from the sign to the box customers carry home.
Three things: a memorable name and mark, a storefront and display case that make people hungry, and a box or bag carrying the shop's mark. When customers carry the box away, the shop gets another stretch of street advertising.
Readable on a sign from a distance and on a box at small size.
Passers-by see the bread and want to step inside.
Each time a customer carries one away, the shop's name gets seen.
Pastry shops, bánh mì shops and holiday bakes live on very different selling rhythms.
Their customersCustomers buying for birthdays, gifts and tea time, who often judge the shop's taste by the box.
Brand challengeGive the shop a taste of its own and let the box do the introducing.
Their customersCustomers buying fast in the morning and at lunch, who return out of habit.
Brand challengeBe remembered in one visit: a small shop that still stands out on a street full of similar ones.
Their customersCustomers buying as holiday gifts, who choose by the box before they choose by the filling.
Brand challengeA holiday box that keeps the house's face, with no starting over every year.
These are the places bakeries lose customers that baking skill can't rescue.
Customers praise the bread but remember only what it was, and can't say which shop it came from.
Give the shop a name and mark that are easy to remember, and print them on everything customers take home.
Start from this problemA new box every holiday, old boxes left over, and regulars don't recognize the shop.
One box framework stays fixed, and each occasion changes only the decoration.
Start from this problemCakes piled up, a price board full of text, and customers stand a long time without choosing.
Arrange the case and the board in groups, with one name and one short line of description for each cake.
Start from this problemYou open another location, the sign is a different size, the color is off, and customers recognize the shop in one place but not the other.
Write the brand down as short guidelines so every location does it right.
Start from this problemAt the See stage. Passers-by see the sign and the display case for a few seconds and decide whether to step in.
Touchpoints are the places where customers see, touch or hear about the shop. These five decide whether customers remember it.
Passers-by decide in a few seconds.
They carry the shop's name all over the street every day.
Helps customers choose fast and ask less.
Most holiday cake sales are packed into a few weeks.
Customers find the shop and order cakes before they visit.
In the order Sinh Vũ suggests doing them. A new shop can stop at step two or three; a chain goes all the way.
Name, mark, colors and type: the foundation for the sign and the box.
Boxes, bags and holiday gift boxes.
Signage, display case and counter items.
Price boards, menus and cake description cards.
When you open a second shop: guidelines so every location looks the same.
Sinh Vũ has not published a bakery project. The two below are the closest: a café with takeaway packaging and a menu, and a central kitchen cooking family meals.
Moon Coffee Bean delivers coffee, the person pulling the shots is a fourteen-year-old learning to run a real business, and the customer has never met her…
A mark that leads, recognizable on takeaway packaging and the menu: the same problem of getting a shop's name remembered.
Hàng Xóm Tốt is a central kitchen cooking family meals for residents of premium apartment complexes, in the spirit of a good neighbour who cooks well and brings a plate over…
Name, identity and packaging for a central kitchen: a way to give takeaway food a face of its own.
The principles behind it
Avoid cakes, chef's hats and wheat, since every shop uses them. Sinh Vũ looks for a distinct detail in the shop's own story and tests the logo at small size on a box before settling.
Keep one box framework and change the decoration each year. Regulars recognize the box, and the shop has less leftover stock once the holiday passes.
Goods sold on the domestic market must carry, in Vietnamese, the product name, the name and address of the responsible organization and the origin, plus mandatory content specific to each product group (Article 10 of Decree 43/2017/ND-CP, as amended by Decree 111/2021/ND-CP). The design should leave room for this from the start.
It needs a few things, done right: a name, a mark, colors, a sign and a bag. With just that, the shop can already be remembered, and the rest can wait until you expand.
Keep the name, mark, colors and the way the cakes are presented, because regulars already recognize them. Keep the parts that change by location, such as photos and decoration, separate.
A few lines about the product, where you sell it and what is holding you back is enough. Sinh Vũ reads it and replies within one working day.