DP BAKESHOP
Overview
Brand identity for Dong Phuong, a 35-year-old Vietnamese bakery in New Orleans. The James Beard Award-winning bakery is best known for its signature French bread, banh mi sandwiches, and EAST NOLA King Cakes. The identity both honors legacy customers and attracts a younger demographic through its emphasis on tradition and strong sense of community. The brand story paints a picture of the family’s rich history and journey.
Role
Research, Strategy, Illustration, Team Workflow, Client & Partner Communication
As design lead for Dong Phuong, I ensured the brand was represented consistently across all channels - digital, print, social, packaging, and experiences.
©The Gemini Society 2017 - 2019
More about the process
The early stages of our design process involved in category and cross-category research as both an individual and team effort to learn more about brands currently making foreign cuisine more familiar and approachable.
In order to do so, we also made an effort to familiarize ourselves with Vietnamese cuisine, which involved researching the country’s rich history, cultural traditions, dishes and preparation.
This research informed our design process, allowing us to grow the brand from a simple sketch centered around the phrase “Journey East” to an entire ecosystem from web to print, social, vans, a mural, and packaging, all of which successfully made the foreign more familiar, inviting others to become a part of the Dong Phuong experience.