Bakes, a French patisserie and bakery, recently opened a flagship store in Thao Dien, a neighborhood in Ho Chi Minh City with a growing local population that’s also a popular weekend destination.

We created a design system that balances the everyday (say, a piece of bread) and special occasions (birthdays!), from branding to interior architecture.

Brand ethos: ‘Pastry should be like love: exciting, thoughtful, honest.’