Bakes Flagship Thao Dien designed by the lab based in Vietnam: A design system that balances the everyday (say, a piece of bread) and special occasions (birthdays!), from branding to interior architecture. Bakes keeps everyday baked goods packaging simple and approachable using kraft material, with a touch of personality through vivid colors, illustration, and writing to keep things exciting.

Bakes prioritizes personality and context over blind consistency. A customizable stamping-system for product cards, easily adaptable as the brand continues to test and develop new products. Taking inspirations from our products and ingredients, we developed a new illustration system for our special occasional packagings. Every bag and box is gift-able.