Winner 2023 / Branding / Brand identity


  • Prize
    Winner in Brand identity / Branding
  • University
    Politecnico Di Milano
  • Lead
    Lei Wu, Hang Su, Xinmo Li

MWS BAKERY is a community-based bakery brand that caters to local families and students. The logo is a vivid IP image inspired by the chef's hat - TuanTuan. We emphasize the relations between emotions, food and consumers, and believe that food plays an important role in affecting emotions. Therefore, dynamic expressions of changing emotions are incorporated into the design, combining the packaging of the bakery products with different expressions of happiness, anger and sadness to interact with consumers' emotions at the moment, bringing more fun and shareable topics to the dining experience.