The Bao

Brand identity, packaging and environmental graphics for a Chinese American NYC hotspot.

The Bao is a popular downtown restaurant that has been servicing the Lower East Side for over 50 years. Bringing together traditional Chinese recipes and comforting American flavors, The Bao puts a fresh and sophisticated spin on what takeout should be, and their identity needed to reflect this modern sensibility. To connect the hotspot with a younger audience, I designed a complete identity for the eatery, including bold and playful copy.