Hoixe Cake Shop was recognized a need to rebrand its visual identity in order to better align with its values, personality, and target audience.
One signi cant reason for this rebranding effort is to modernize the brand image as it may become outdated or unappealing over time. By updating the brand to a more contemporary look and feel, the cake shop can attract new customers and retain current ones. Furthermore, the rebranding will enable the cake shop to differentiate itself from competitors and stand out in a highly competitive market. If the cake shop is also expanding its product or service line, a rebrand can be an effective tool to communicate these changes to customers and signal the company's growth. Lastly, a rebrand can also help to address any negative perceptions and mark a fresh start for the company.
The new brand identity should exhibit a modern and fresh appearance, while retaining a strong connection to Hoixe Cake Shop's traditional roots. By taking these factors into account, Hoixe Cake Shop can create a new brand identity that better aligns with its values and resonates with its customers.
• Poor Branding
• Lack of Differentiation
• Lack of Consistency
• Outdated Design
Crafting our bakery products with sincerity, just for you.
• We scour the globe in search of the nest, highest-quality ingredients.
• Each branch has its own workshop that bakes fresh bread at various times throughout the day.
• We strive to offer reasonable prices to our valued customers.
• We are dedicated to providing caring and heartfelt service to our customers.
• Our team is always working to develop new and innovative bakery products.
• We are committed to improving both the environment and the quality of our service.
We hold the belief that our professional bakers meticulously handcraft each loaf with their utmost dedication and skill. Their attention to detail ensures that each bread is made with the utmost rigor and baked to perfection. Additionally, our sales team plays an integral role in our bakery's success. They passionately and patiently inform customers about the unique qualities of our breads and pastries, upholding the principles of excellent service. Without their unwavering efforts, our customers would not be able to enjoy the delectable, fresh, and hot bread that they do every day. We express our gratitude for your steadfast support over the years and acknowledge that it is your invaluable feedback that drives us to improve and strive for excellence.
Hoixe has gained a recognizable position in the market by providing the best value and traditional buns. Partnered with internationally-food bloggers to launch DIY pastry is one of the key strategies for Hoixe. The crossover collections can gain exposure and credibility among a wider audience.
The utilization of Moodboard's culturally relevant and modern design elements that pay homage to the cake shop's heritage while setting it apart from its competitors could serve as an effective approach to achieving the rebranding goals. Additionally, the logo is used as a packaging pattern, is a viable approach to increasing brand recognition.
Hoixe’s new brand identity comprises a logotype and a corporate color scheme.
The logotype
• The primary design of Hoixe’s existing logotype is almost maintained to sustain the brand image’s consistency. Accessory enhancement is made to modernise the design framework and increase the exibility on application such as shop signage and merchandising items.
• In order to meet the needs of international customers, the English name of the logotype has been incorporated.
• The height of the logotype has been slightly reduced. The chinese wording “ 餅店 ” and english “Shop” are removed to project a cleaner look & feel.
The color
• Red color is a perfect representation of Hoixe's corporate philosophybringing love, kindness, and sincerity to the customer. This vibrant color echoes with Hoixe’s brand attributes while also looks more eye-catching to grasp consumer’s attention.
• Red also introduces a healthy connotation of passion, energy, and courage which signi es the aggressive and prosperous expansion of Hoxie business.
Primary logo
Secondary logo
Primary logo
Secondary logo
Clearspace
The minimum clear space surrounding the Hoxie logo should be equal to the “ ”, as indicated below.
The recommended minimum size for the primary logo is 15mm and the secondary logo is 30mm. This size is speci ed for printed application only.
Do not use other fonts to replace the logotype
Do not rotate the logomark
Do not outline the logo
Do not add shadow to the logo
Do not ll the logo with other colors
Do not change the proportion
Do not swap the position of the logo
X X X X X X X X X
Do not place the logo on background which is over insuf cient contrast
Do not place the logo on background pattern or image
Corporate Colors
Primary Colors
RGB
R200 G20 B30
CMYK
C20 M100 Y100 K0
Pantone
485C
HEX #c8161d
RGB
R255 G255 B255
CMYK
C0 M0 Y0 K0
Pantone
WHITE
HEX #ffffff
Hoixe Red Fresh WhiteCorporate Colors
Secondary Colors
RGB R253 G237 B228
CMYK
C0 M10 Y10 K0
Pantone 9240C
HEX #fdede4
Warm Beige
RGB R149 G90 B54
CMYK
C45 M70 Y85 K10
Pantone 7516C
HEX #955a36
Organic Brown
RGB
R254 G162 B0
CMYK
C0 M45 Y100 K0
Pantone 137C
HEX #f5a200
Energetic Yellow
RGB R35 G24 B21
CMYK
C0 M0 Y0 K100
Pantone BLACK
HEX #231815
Elegance Black
Frutiger, primary typeface, sets a sincere tone for Hoixe communications. It supports a wide range of applications. Use Frutiger 45, Frutiger 55 and Frutiger 65 for all printed communications.
Frutiger 45 Light
Crafting our bakery products with sincerity.
Frutiger 55 Roman
Crafting our bakery products with sincerity.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Frutiger 65 Bold
Crafting our bakery products with sincerity.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Typography Chinese
MYuenHK, primary chinese typeface. It also supports a wide range of applications. Use MYuenHK Light, Medium and SemiBold for all printed communications.
MYuenHK Medium
1234567890
MYuenHK Light 節日蛋糕已開始接受預訂， 歡迎蒞臨本公司各分店訂購。
1234567890
MYuenHK SemiBold 節日蛋糕已開始接受預訂， 歡迎蒞臨本公司各分店訂購。
1234567890
Photography can be a powerful tool to communicate the brand's values, showcase the quality of the products, and helps to build a connection with customers.
• Showcase the products
• Incorporate logo color
• Use natural light
• Create a welcoming atmosphere
• Use a consistent style
The primary pattern can be used on all branding and packaging materials such as business cards, letterheads, envelopes, boxes, and bags.
The secondary pattern can be used on packaging, physical store and social media, such as banners, wrapping paper, wallpaper, or as a background for a menu board. It is possible to divide an illustration into separate components that can be utilized independently.
The preferred logo to be utilized for the store is the primary logo. However, it is acceptable to use the secondary logo in certain scenarios. The predominant colors to be utilized are red and white, with embellishments on the wall being furnished in accordance with the secondary pattern illustrations.
It is recommended to utilize the primary pattern for paper bags and generic packaging bags, whereas the secondary pattern is more suitable for festive packaging or gift boxes.
Hoixe Cakes, a neighborhood bakery that has been serving the community for over 40 years. Food has always been a unifying facto r that brings people together, and Hoixe Cakes has been there every step of the way. From dating and marriage to the birth of children and watching them grow up, Hoixe Cakes has been a part of countless family moments and milestones. Celebrating life's sweetest moments with the delicious treats and baked goods from Hoixe Cakes.
凱施消息 關於凱施
為秉承「誠意為您創造」的宗旨，我們於世界各地搜尋優質食 材，各分店均自設工場，務求以優惠合理的價錢，每日於不同 時段製造新鮮熱烘烘的麵包。隨着時代改變，我們本著用心照 顧顧客的精神，不斷研製新產品，提升環境及服務質素。
立即選購
為秉承「誠意為您創造」的宗旨，我們於世界各地搜尋優質食 材，各分店均自設工場，務求以優惠合理的價錢，每日於不同 時段製造新鮮熱烘烘的麵包。隨着時代改變，我們本著用心照 顧顧客的精神，不斷研製新產品，提升環境及服務質素。
立即選購
素食之選 低卡之選 無蛋奶之選
麵包 西餅 蛋糕
我們相信，師傅們用心一個個揉出來的麵糰，除了有巧手的技術外，最重要的是每一個都是嚴謹製作和細心烘烤。 除了烘培團隊外，我們 的銷售團隊也是麵包工坊不可缺少的一部份， 她們熱情、耐心地向顧客介紹各式各樣麵包和糕點的特色，堅持盡心盡力的服務精神。
感謝大家多年一直默默支持，繼續給我們無限源動力，繼續實現顧客們所分享的真摰、寶貴意見。
立即選購
我們相信，師傅們用心一個個揉出來的麵糰，除了有巧手的技術外，最重要的是每一個都是嚴謹製作和細心烘烤。 除了烘培團隊外，我們 的銷售團隊也是麵包工坊不可缺少的一部份，
她們熱情、耐心地向顧客介紹各式各樣麵包和糕點的特色，堅持盡心盡力的服務精神。
感謝大家多年一直默默支持，繼續給我們無限源動力，繼續實現顧客們所分享的真摰、寶貴意見。
立即選購
SHDS4502 Branding Design Assignment 3