Personal Project
Packaging Design
Digital Tools
Storytelling
Marketing Campaign
Expanding to new audiences through brand modernization
Rebranding the bakery and café with fresh packaging, branding, campaigns, and designing app and website.
Time
6 weeks
Role
Brand Strategy, Art Direction, Visual Identity, Touchpoint Design, Verbal Identity & Key Messaging
Team
Solo Brand Designer
Tools
Figma, Adobe Illustrator
"Shwe Pu Zun" means as “Golden Prawn”.
It is a bakery and cafeteria offering different kinds of snacks and drinks established in 1978, the very first premium bakery in Myanmar. The bakery has been a treasured spot for generations, adored for its mouthwatering snacks and signature drinks. For many years, it has established itself as an iconic brand, continuing to delight customers to this day.
Aims to reach to regional market and more accessible to other places.
With the rise of newly opened bakeries, Shwe Pu Zun has become less familiar to younger generations. The brand aims to reclaim its position as a leader in the bakery scene while expanding its presence across the region, making its offerings more accessible in new markets.
Define brand identity reflecting bakery vibe and values.
Shwe Pu Zun is committed to creating meaningful connections through every sweet encounter. Our refreshed mission, vision, and identity reflect a modern spirit that connects generations—capturing who we are today and shaping the future we aspire to build as a bakery.
Mission
To craft foods with passion and heritage, blending classic flavours with contemporary twist
Vision
To become a place for generations to have savoury & sweet memories
We create more than just treats; we craft experiences that become cherished memories. Each bite brings a taste of nostalgia, warmth, and joy, turning simple moments into golden ones.
All stories start from food
Essense of Joy
We create delightful experiences with food that blends tradition and innovation, resulting in lingering flavours.
Spark of Remembrance
We create a warm atmosphere for enjoying food with loved ones and bake with love to bring unforgettable moments to your table.
Enchant your Day
We craft each product as a masterpiece of quality and taste, ready to enhance your special occasions and create memorable experiences that brighten your day.
Always your Favoured Delight
We provide affordable pricing while maintaining quality, value your feedback, aim to exceed expectations, and operate with integrity and transparency.
Logo concept
A closer look at existing food platforms reveals that most apps focus on online ordering or simple translation features. However, relying on convenience stores for meals means missing out on the authentic taste of local cuisine.
All baked creations start with flour, the essence of wheat. Wheat embodies longevity, timeless flavours.
The sun is seen as a symbol of life, vitality, and celebration, reflecting cherished memories.
Fireworks light up celebrations that elevate every moment, symbolizes joy, excitement, and prosperity.
The prawn symbolizes the family's fishery roots, honoring their heritage and the original owner’s legacy.
Typography
Two typefaces were chosen to reflect the brand’s tone of voice.
The primary typeface for all brand executions, perfectly aligning with brand's tones and values for its elegant, cultural touch.
Specifically used for naming food items on packaging and in social media posts. Its rounded style conveys friendliness and playfulness, boosting the appeal of the food.
Colors
The brand colors reflect the bakery’s name and tone, while distinct accent colors are drawn from the variety of products it offers.
Patterns
The patterns are inspired by wheat and festive birthday sprinkles.
Color stickers (Logo)
Create logo stickers in various colors to enhance collaboration and design. For partnerships with other organizations, choosing sticker colors that closely align with the partner’s branding for a cohesive look. Additionally, matching sticker colors with the packaging of our diverse snack and drink flavors adds a harmonious touch to the overall design.
Color stickers (Brand name & Tagline)
Color stickers (Key messaging)
Food item category tag card
Subcategory food item sticker
Designed the app and website for easy, convenient access.
Both the app and website are designed to make access easier from anywhere—no more waiting in long queues or dealing with crowded shops.
Accessories are designed to reflect the brand’s tone.
A welcoming vibe for all generations.
A welcoming shop environment is designed to attract new customers and create a memorable first impression. This is designed for airport shops to reach a diverse range of travellers—whether they're looking for a thoughtful gift or a taste to remember.
The next steps
Next, I will design both the website and mobile app, conduct user testing, and refine the experience through iterative improvements based on feedback.
