Category: Branding

Do Not Design for Dear - a visual language for a media company with an online and print publication for the curious

Dear

Services

Brand Audit

Research & Analysis

Brand Identity

Communication Strategy

Creative Direction

Design Direction

User Experience

User Interface

Website

Creative direction

Yanda

 

Design & Art direction

Yanda / Preston Tham / Edward Harland

 

 

Illustration

Stephanie Christy Lim / Sweet Gamboa / Jordi Ng / Amy Ong

 

Editorial Writing

Jethro Lim / Joyce Yang / Goh Yanhui / Alicia Tan / Charmaine Poh / Joylene Chai

 

Collaterals Photography

The Gentle Studio

 

Printing

Allegro Print

A project by Do Not Design   

 

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Looking good is only the baseline. We take it one step further with our bold ideas, and create irresistible brands, each with a distinct personality that captivates and engages with its customers across the customer journey.

Looking good is only the baseline. We take it one step further with our bold ideas, and create irresistible brands, each with a distinct personality that captivates and engages with its customers across the customer journey.

Looking good is only the baseline. We take it one step further with our bold ideas.

Photography by Hosanna Swee

Photography by Hosanna Swee

Looking good is only the baseline. We take it one step further with our bold ideas, and create irresistible brands, each with a distinct personality that captivates and engages with its customers across the customer journey.

Looking good is only the baseline. We take it one step further with our bold ideas, and create irresistible brands, each with a distinct personality that captivates and engages with its customers across the customer journey.

Looking good is only the baseline. We take it one step further with our bold ideas, and create irresistible brands, each with a distinct personality that captivates and engages with its customers across the customer journey.

Looking good is only the baseline. We take it one step further with our bold ideas, and create irresistible brands, each with a distinct personality that captivates and engages with its customers across the customer journey.

 

Do Not Design 

Work with us — write to we@donotdesign.com

©2009—2021

Do Not Design for Dear - a visual language for a media company with an online and print publication for the curious

Dear

Services

Brand Audit

Research & Analysis

Brand Identity

Communication Strategy

Creative Direction

Design Direction

User Experience

User Interface

Website

Creative direction

Yanda

 

Design & Art direction

Yanda / Preston Tham / Edward Harland

 

 

Illustration

Stephanie Christy Lim / Sweet Gamboa / Jordi Ng / Amy Ong

 

Editorial Writing

Jethro Lim / Joyce Yang / Goh Yanhui / Alicia Tan / Charmaine Poh / Joylene Chai

 

Collaterals Photography

The Gentle Studio

 

Printing

Allegro Print


 

Dear is a media company steeped in culture and grounded in locality. Curated for the ever-curious, it comprises of printed magazine, online, broadsheet with a mix of commentary, op-eds, interviews and photo essays as well as research documentaries and city guides.

At its core, DEAR is a storyteller. Every read is a journey. Every last word and image elevates the reading experience to one that is immersive and engaging. How much would you pay for a Ramly burger set? How do we save Orchard Road? What if objects had feelings? Our stories are cheeky yet contemplative, with a penchant for the non-conventional. They are written by and for the everyday man, in a celebration of never-ending curiosity.


Identity—

Dear is personal yet distant, a double entendre that entails both fondness and formality at the same time. Termed with a sense of endearment, it characterises affection from our dearest; Termed as a form of salutation, it delineates a standard greeting in our emails.

Preserving the personal touch of DEAR, our logo’s word mark uses a handwritten, organic line that symbolises the channel of connection that we stand for. It is designed for all contexts from digital to print, in which legibility plays a paramount role throughout.

With a healthy pinch of humour and a trifle of seriousness, we want to shake things up and connect communities through insightful and thoughtful narratives. From casual conversations to visual essays, our stories are here to question, paint a picture, and speak to you. DEAR is about uncovering the little oddities in everyday life, getting you the stories you never knew you wanted.

UIUX

Our website is designed to be modular for all screens. Small or big, we ensure that your reading experience is fuss-free and plain sailing. Apart from eye-catching visuals, subtle design elements complement the experience that assures spellbound attention from you. 


Experience and Story

Divulge the delights of reading. That’s what we want to do. Each and every story is stripped to its core, researched to its demise with no stones unturned. The long and short of it- we have it all covered. With our visuals taking centre stage, our stories shy no less of its limelight through its subtle yet canny voice which offers alternative angles to ordinary (or not so) affairs.


A combination of illustration, art direction, design and writing come together to breathe new life into storytelling, making reading that much more robust, immersive and exciting. Where words come to life and imagery elevates everyday reading experiences, DEAR is about capturing the essence of what makes a story— the little oddities in everyday life, and a sense of never-ending curiosity of the world. From casual conversations to visual essays, our stories embody the joy of reading across various mediums.

Our stories are a combination of illustration, art direction and design, paired with writing to breathe new life into experiential storytelling, making reading that much more robust and exciting. Where words and imagery come to life to elevate ordinary reading experiences, DEAR is about capturing the essence of what makes a story— the little oddities in everyday life, and a sense of never-ending curiosity of the world. From casual conversations to visual essays, our stories embody the joy of reading across various mediums.

Our stories are a combination of illustration, art direction and design, paired with writing to breathe new life into experiential storytelling, making reading that much more robust and exciting. Where words and imagery come to life to elevate ordinary reading experiences, DEAR is about capturing the essence of what makes a story— the little oddities in everyday life, and a sense of never-ending curiosity of the world. From casual conversations to visual essays, our stories embody the joy of reading across various mediums.

 

Do Not Design 

Work with us — write to we@donotdesign.com

©2009—2021

Do Not Design for Save Hair - rallying the world towards the importance of haircare.

Save Hair

Services

Market Research & Analysis

Brand Identity

Communication Strategy

Creative Direction

Design Direction

User Experience

Interactive Design

Front-end Development

Back-end Development

Payment Processing

Content Strategy

Creative direction

Yanda

 

Design & Art direction

Yanda / Elizabeth Zhang

 

Illustration

Elizabeth Zhang

 

Copywriting / Editorial & Socials

Joylene Chai / Faith Ng

 

Photography / Styling

Hosanna Swee

 

Printing

A&K / Prestige Labels / Pixeltech





Collateral Photography

Anton Tang

 


 

Haircare should be just as important as hair style, dyeing of hair, eating, fashion and every other daily affair we deem crucial.

 

 

 


To portray the weight of its importance, we did something rather unheard of— we integrated the dining experience into haircare. An emphasis on the indulgence on our haircare is an investment in feeling and looking good. 

We set some ambitious goals. Save Hair's new identity needed to reflect the knowledge of scientific hair care that went into creating the brand, without appearing oriental and old school. Despite its rookie status, Save Hair needed to go beyond holding its ground in the international market to set thoughtful, innovative hair care on the global stage. How would we achieve that?


Do Not Design was commissioned to create a packaging design system for Save Hair. From product, packaging, website and social media management to stationery and in-store elements, our designs centered on these keywords: modern; sincere; healthy; comfort; confident.


To create Save Hair’s packaging, we put careful thought into the little details— material and colorway. Along with an earthy colour palette, our approach focused on clean visuals with modern sensuality, paired with dainty illustrations of products on a dining plate. A simple representation of the value of haircare.

 

 

We maintained a simple, type-based label to ensure visual consistency while openly displaying the ingredients list to create a sense of transparency and reliability for the brand,

Save Hair is designed not just to sell itself, but to look good in your bathroom. Through deftly crafted details in its packaging, we created a contemporary packaging that exudes charm and elegance.

We worked with Hosanna Swee on a lighthearted photoshoot that would bring out the raw, honest beauty of Save Hair.

Classy and organic, even Save Hair's name cards encapsulate the quiet, understated confidence of the brand.

Down to its email collaterals, we wanted to create a unique visual identity that remained cohesive with the rest of the brand.

Save Hair’s product line speaks sufficiently for itself. By incorporating hang tags on the bottles, we provided information about the brand and its mission, while sharing a self-explanatory instructional guide that negates the presence of a salesperson.

By replacing the use of shopping bags with a tote bag, this is our push for saving the environment, one bag at a time.

 

Do Not Design 

Work with us — write to we@donotdesign.com

©2009—2022

Do Not Design for Save Hair - rallying the world towards the importance of haircare.

Save Hair

Services

Market Research & Analysis

Brand Identity

Communication Strategy

Creative Direction

Design Direction

User Experience

Interactive Design

Front-end Development

Back-end Development

Payment Processing

Content Strategy

Creative direction

Yanda

 

Design & Art direction

Yanda / Elizabeth Zhang

 

Illustration

Elizabeth Zhang

 

Copywriting

Joylene Chai / Faith Ng

 

Photography / Styling

Hosanna Swee

 

Printing

A&K / Prestige Labels / Pixeltech





Collateral Photography

Anton Tang

 


 

Haircare should be just as important as hair style, dyeing of hair, eating, fashion and every other daily affair we deem crucial.

 

 

 


To portray the weight of its importance, we did something rather unheard of— we integrated the dining experience into haircare. An emphasis on the indulgence on our haircare is an investment in feeling and looking good. 

We set some ambitious goals. Save Hair's new identity needed to reflect the knowledge of scientific hair care that went into creating the brand, without appearing oriental and old school. Despite its rookie status, Save Hair needed to go beyond holding its ground in the international market to set thoughtful, innovative hair care on the global stage. How would we achieve that?


Do Not Design was commissioned to create a packaging design system for Save Hair. From product, packaging, website and social media management to stationery and in-store elements, our designs centered on these keywords: modern; sincere; healthy; comfort; confident.


To create Save Hair’s packaging, we put careful thought into the little details— material and colorway. Along with an earthy colour palette, our approach focused on clean visuals with modern sensuality, paired with dainty illustrations of products on a dining plate. A simple representation of the value of haircare.

 

 

We maintained a simple, type-based label to ensure visual consistency while openly displaying the ingredients list to create a sense of transparency and reliability for the brand,

Save Hair is designed not just to sell itself, but to look good in your bathroom. Through deftly crafted details in its packaging, we created a contemporary packaging that exudes charm and elegance.

We worked with Hosanna Swee on a lighthearted photoshoot that would bring out the raw, honest beauty of Save Hair.

Classy and organic, even Save Hair's name cards encapsulate the quiet, understated confidence of the brand.

Down to its email collaterals, we wanted to create a unique visual identity that remained cohesive with the rest of the brand.

Save Hair’s product line speaks sufficiently for itself. By incorporating hang tags on the bottles, we provided information about the brand and its mission, while sharing a self-explanatory instructional guide that negates the presence of a salesperson.

By replacing the use of shopping bags with a tote bag, this is our push for saving the environment, one bag at a time.

 

Do Not Design 

Work with us — write to we@donotdesign.com

©2009—2021

Do Not Design for Paladino - a purveyor of exquisite fabric for the modern gentleman

Officine Paladino

Services

Research & Analysis

Brand Positioning

Brand Identity

Communication Strategy

Creative Direction

Design Direction

User Interface

Website

 

Creative direction

Yanda

 

Design & Art direction

Yanda / Preston Tham

 

Photography

Munkong

 

Styling

Marie Lee / April Lee

 

Collaterals Photography

The Gentle Studio / Anton Tang


 

Crafted with the finest Merino wool woven exclusively in the best mills in Italy, a curation of trendy designs, colours and timeless essentials.

 

 

Art direction, branding and identity, publication design, digital marketing and responsive website design– these are a few of our favourite things! (and also what we constructed for Paladino) in order to introduce the brand to the market, while driving sales and building a customer loyalty base.

More than just a cosmetic development of the brand, our research went deep into understanding the suits market in order to drive the logic and reason behind every touchpoint of Paladino, while ensuring relevance for modern day consumers. We realised that brands like Paladino rely mostly on their representatives and tailors to build a reputation with consumers. The question was now about how we could take control of the narrative in order to increase our brand visibility. How could we transform our relationship with consumers? How would we create an interactive and impactful tailoring experience?

 
 

It came down to research. Conducting surveys. Analysing the traditional tailoring process. Speaking to those on the ground, finding out what people truly need. How do consumers even decide what they want in a suit? Do they follow trends? A budget? How are suits even made? How do consumers decide what and which fabric to be used?

What we came to realise is that the process of purchasing a suit always involves a middle man. Which meant that the opportunity for users to experience a brand was no longer a luxury. Competitors swatch books were also corporate and serious. Who said that had to be the case? 

We took it upon ourselves to reshape the perception of swatchbooks, transforming into something reminiscent of a magazine, something anyone would want to pick up and really start flipping 


The design system revolved around a defining straight line representing a woven thread that adds tone and balance to the overall identity; while establishing a distinction across the different collaterals.


Conventional colors for men include black, brown, dark red and green. Instead of using colors that were overused, stereotypically male and basic, we wanted to stand out from the crowd, right from the start. 


This meant opting for a dye fabric color that is offbeat yet subtly luxurious— Orange. Sourced from across the globe in Belgium, orange would be distinctive and lush, a color that was most definitely not forgettable. Orange (Think Hermes, Louis Vuitton and even Holland and Sherry’s female range) also harmonized well with blue as a secondary color, which we ended up choosing.


Celebrating the spirit of craftsmanship, clarity and personal touches, the swatch book showcases fabric swatches in the best possible way against a stark white background. Handwritten text was paired with a timeless sans serif font to create a novel typographic language. 

A set of custom icons are designed and set in a clear, friendly and easy to understand tone. Each layout spread portrays style in a relatable and engaging manner with its easy-to-reference format. The striking orange cover also reflects a forward-thinking mindset in revitalising the fabric market. 

Paladino wasn’t a small, unassuming startup. It became a contender, a brand that was comfortable in the market, right from the start. With its good design, Paladino continued to take off and expand, seeking opportunities in the Southeast Asian market. From Japan, to Singapore, Thailand, Cambodia, Vietnam, Malaysia, Indonesia and Philippines. And then, it came time to look for greater pastures within the US market.


Reinventing the online experience of a fabric merchant for consumers: For the uninitiated, fabrics can be unnecessarily complicated and difficult to comprehend. Paladino was created to change that. The website is designed in a way that consumers can learn about Paladino's story and the origin of the fabrics, browse collections, create a look based on the fabrics offered, all in one site. From small to big screen, Paladino’s website is designed to look great everywhere. One of the main challenges was to translate the experience of touch into a digital format. To do so, we developed a tool that allowed visitors to view products in 3D, which showcased the depth and texture of each fabric and how it would reflect light or flow to fit the shape of each body.

 

Do Not Design 

Work with us — write to we@donotdesign.com

©2009—2021

Do Not Design for Paladino - a purveyor of exquisite fabric for the modern gentleman

Officine Paladino

Services

Research & Analysis

Brand Positioning

Brand Identity

Communication Strategy

Creative Direction

Design Direction

User Interface

Website

 

Creative direction

Yanda

 

Design & Art direction

Yanda / Preston Tham

 

Photography

Munkong

 

Styling

Marie Lee / April Lee

 

Collaterals Photography

The Gentle Studio / Anton Tang


 

Crafted with the finest Merino wool woven exclusively in the best mills in Italy, a curation of trendy designs, colours and timeless essentials.

 

 

Art direction, branding and identity, publication design, digital marketing and responsive website design– these are a few of our favourite things! (and also what we constructed for Paladino) in order to introduce the brand to the market, while driving sales and building a customer loyalty base.

More than just a cosmetic development of the brand, our research went deep into understanding the suits market in order to drive the logic and reason behind every touchpoint of Paladino, while ensuring relevance for modern day consumers. We realised that brands like Paladino rely mostly on their representatives and tailors to build a reputation with consumers. The question was now about how we could take control of the narrative in order to increase our brand visibility. How could we transform our relationship with consumers? How would we create an interactive and impactful tailoring experience?

 
 

It came down to research. Conducting surveys. Analysing the traditional tailoring process. Speaking to those on the ground, finding out what people truly need. How do consumers even decide what they want in a suit? Do they follow trends? A budget? How are suits even made? How do consumers decide what and which fabric to be used?

What we came to realise is that the process of purchasing a suit always involves a middle man. Which meant that the opportunity for users to experience a brand was no longer a luxury. Competitors swatch books were also corporate and serious. Who said that had to be the case? 

We took it upon ourselves to reshape the perception of swatchbooks, transforming into something reminiscent of a magazine, something anyone would want to pick up and really start flipping 


The design system revolved around a defining straight line representing a woven thread that adds tone and balance to the overall identity; while establishing a distinction across the different collaterals.


Conventional colors for men include black, brown, dark red and green. Instead of using colors that were overused, stereotypically male and basic, we wanted to stand out from the crowd, right from the start. 


This meant opting for a dye fabric color that is offbeat yet subtly luxurious— Orange. Sourced from across the globe in Belgium, orange would be distinctive and lush, a color that was most definitely not forgettable. Orange (Think Hermes, Louis Vuitton and even Holland and Sherry’s female range) also harmonized well with blue as a secondary color, which we ended up choosing.


Celebrating the spirit of craftsmanship, clarity and personal touches, the swatch book showcases fabric swatches in the best possible way against a stark white background. Handwritten text was paired with a timeless sans serif font to create a novel typographic language. 

A set of custom icons are designed and set in a clear, friendly and easy to understand tone. Each layout spread portrays style in a relatable and engaging manner with its easy-to-reference format. The striking orange cover also reflects a forward-thinking mindset in revitalising the fabric market. 

Paladino wasn’t a small, unassuming startup. It became a contender, a brand that was comfortable in the market, right from the start. With its good design, Paladino continued to take off and expand, seeking opportunities in the Southeast Asian market. From Japan, to Singapore, Thailand, Cambodia, Vietnam, Malaysia, Indonesia and Philippines. And then, it came time to look for greater pastures within the US market.


Reinventing the online experience of a fabric merchant for consumers: For the uninitiated, fabrics can be unnecessarily complicated and difficult to comprehend. Paladino was created to change that. The website is designed in a way that consumers can learn about Paladino's story and the origin of the fabrics, browse collections, create a look based on the fabrics offered, all in one site. From small to big screen, Paladino’s website is designed to look great everywhere. One of the main challenges was to translate the experience of touch into a digital format. To do so, we developed a tool that allowed visitors to view products in 3D, which showcased the depth and texture of each fabric and how it would reflect light or flow to fit the shape of each body.

 

Do Not Design 

Work with us — write to we@donotdesign.com

©2009—2022

Do Not Design for Alchemist— an everyday affair meets sophistication for a growing coffee chain

Alchemist

Services

Research & Analysis

Brand Positioning

Brand Identity

Communication Strategy

Creative Direction

Design Direction

Wayfinding & Signage

Creative direction

Yanda

 

Design & Art direction

Yanda / Nicole Then / Tan Yie Xuan / Wee Yen 

 

Illustration

Tan Yie Xuan / Wee Yen

A project by Do Not Design   

 

Alchemist is a coffee chain that fuses the magic of coffee craft and science to create an authentic experience for its customers. 

 

 


In rebranding Alchemist, we sought to position the brand such that it could comfortably expand into new product categories and markets, while retaining its modern and distinctive touch.


As part of our strategy, we developed a distinctive visual language that exemplifies the precision and simplicity of Alchemist’s coffee. The designs are a harmony of classic and modern, evoking a sense of peace and calm that lets customers truly experience the magic behind thoughtfully brewed coffee.

Branching from the elements of alchemy, an ancient branch of natural philosophy related to magic, mythology and chemistry, Alchemist’s logo stems from a flask with a slanted opening (which is reminiscent of a potion bottle).

Alchemist’s colour palette consists of black and blue, with the occasional yellow hue that punctuates fun and personality where needed. More importantly, the signature blue shade that wraps the coffee chain’s walls and packaging was carefully selected to— you guessed it:  instil a sense of tranquility and calm while enjoying coffee.

Alchemist’s visual language is consistent throughout its distinctive metal countertop in all 6 outlets of café, coffee roastery and take-away kiosk. The design cohesion has also been translated through its coffee bean bag, business stationeries and retail menus to coffee drop bag boxes. 


With an extra flap around its opening to keep coffee staying fresh for longer, every little detail was taken into consideration during the design process.


Because mailer bags can serve as more than just a pocket for paper, we designed them too. Alchemist’s envelopes show off the store’s signature interior of metal countertops and minimalist furnishings. Who said envelopes can’t be a marketing tool!

A quick search of the hashtag 'Alchemist' would speak for itself, revealing a substantial increase in the number of people gramming the brand. Here's more: When Alchemist's canned coffee first launched, over 1300 orders were placed for the coveted coffees.

Visual merchandising involves being constantly being aware of how your store and displays appear to your customers, which affects sales! 

We standardised the layout of our curated shelves for the interiors of each store. Delicate items are generally placed on the top shelves while bigger, bulky items should be kept at the bottom to create a cleaner visual.

 

Do Not Design 

Work with us — write to we@donotdesign.com

©2009—2021

Do Not Design for Alchemist— an everyday affair meets sophistication for a growing coffee chain

Alchemist

Services

Research & Analysis

Brand Positioning

Brand Identity

Communication Strategy

Creative Direction

Design Direction

Wayfinding & Signage

Creative direction

Yanda

 

Design & Art direction

Yanda / Nicole Then / Tan Yie Xuan / Wee Yen 

 

Illustration

Tan Yie Xuan / Wee Yen

A project by Do Not Design   

 

Alchemist is a coffee chain that fuses the magic of coffee craft and science to create an authentic experience for its customers. 

 

 


In rebranding Alchemist, we sought to position the brand such that it could comfortably expand into new product categories and markets, while retaining its modern and distinctive touch.


As part of our strategy, we developed a distinctive visual language that exemplifies the precision and simplicity of Alchemist’s coffee. The designs are a harmony of classic and modern, evoking a sense of peace and calm that lets customers truly experience the magic behind thoughtfully brewed coffee.

Branching from the elements of alchemy, an ancient branch of natural philosophy related to magic, mythology and chemistry, Alchemist’s logo stems from a flask with a slanted opening (which is reminiscent of a potion bottle).

Alchemist’s colour palette consists of black and blue, with the occasional yellow hue that punctuates fun and personality where needed. More importantly, the signature blue shade that wraps the coffee chain’s walls and packaging was carefully selected to— you guessed it:  instil a sense of tranquility and calm while enjoying coffee.

Alchemist’s visual language is consistent throughout its distinctive metal countertop in all 6 outlets of café, coffee roastery and take-away kiosk. The design cohesion has also been translated through its coffee bean bag, business stationeries and retail menus to coffee drop bag boxes. 


With an extra flap around its opening to keep coffee staying fresh for longer, every little detail was taken into consideration during the design process.


Because mailer bags can serve as more than just a pocket for paper, we designed them too. Alchemist’s envelopes show off the store’s signature interior of metal countertops and minimalist furnishings. Who said envelopes can’t be a marketing tool!

A quick search of the hashtag 'Alchemist' would speak for itself, revealing a substantial increase in the number of people gramming the brand. Here's more: When Alchemist's canned coffee first launched, over 1300 orders were placed for the coveted coffees.

Visual merchandising involves being constantly being aware of how your store and displays appear to your customers, which affects sales! 

We standardised the layout of our curated shelves for the interiors of each store. Delicate items are generally placed on the top shelves while bigger, bulky items should be kept at the bottom to create a cleaner visual.

 

Do Not Design 

Work with us — write to we@donotdesign.com

©2009—2021

Do Not Design for Rachelrax Cakes - celebrating the fun and flavour in baking with an iconic mascot

Rachelrax Cakes

Services

Research & Analysis

Brand Positioning

Brand Identity

Communication Strategy

Creative Direction

Design Direction

Wayfinding & Signage

Creative direction

Yanda

 

Logo Design

Preston Tham / Jesslyn Sutisna

 

 

Design & Art direction

Yanda / Preston Tham / Delaphy Ng

 

Illustration

Jesslyn Sutisna / Delaphy Ng

 

 

Collaterals Photography

The Gentle Studio

 

Printing

KS Packaging / Pixel Tech

A project by Do Not Design   

 

Rachelrax is a carefree, fun and explorative brand selling pastries and cakes. In rebranding Rachelrax, the goal was to create a feast for the tastebuds and eyes through its experiential packaging and whimsical style. 

 

 

The new identity for Rachelrax took inspiration from the comic world of Tin Tin and Tim Walker’s whimsical photography to create a visual and packaging that reflects Rachel’s experimental and free-spirited nature. A combination of fun and freedom in both baking and serving, Rachelrax is truly a reflection of it’s founder. In bringing the brand to life, a visual surrealistic world; art direction system, typography, environmental graphics, tone of voice and creative guidelines were all considered. We created a flexible suite of elements fronted by Helvetica and staggered letterings. This served as a further identifier for the brand that can be combined in multiple ways to keep the brand’s image feeling fresh while maintaining a strong sense of consistency for brand recognition.

Rachelrax’s mascot is an embodiment of the bright and energetic, who are eager to change the world while having fun doing it. Alongside the main mascot are a collection of different postures and scenarios that add a touch of playfulness, quirkiness, and edge to the brand. We delivered over 10 scenarios that are expressive and joyful, from hugging candles, playing with oversized cakes and plates, to straight up chillin’ by a candle’s fire. 

Photography by The Gentle Studio

For the purpose of collecting and marketing, we created a wide range of branded materials— from cake toppers, tasting notes, thank you and gifting cards to collapsible boxes and paper bags. All in the name of designing an unforgettable experience for customers.

Additional strategic and creative support was provided in the form of interim product campaigns from Mooncakes to Bubble Tea, retail activation and customer defining strategies. 

To maintain a sense of comfort and functionality while serving the kitchen and front counter, the Rachelrax uniform was designed as a light T shirt and apron.

Additional strategic and creative support was provided in the form of interim product campaigns from Mooncakes to Bubble Tea, retail activation and customer defining strategies. 

Rachelrax's  front view is already famous, so want to make the back famous too. Playful and unique, the bottle shows off our mascot’s back view while utilising its clear walls/body to reveal the mascot’s front as one sips from the bottle. Talk about how her front view is already famous, so want to make the back famous tooPlayful and unique, the bottle shows off our mascot’s back view while utilising it.

Some say Rachelrax’s retail collaterals are considered collectible— but you didn’t hear that from us! With customers returning for their cakes only to keep the packaging, you wouldn’t be surprised to find that a quick search for #Rachelrax on Instagram would land you in a world of colours, cakes and fun.

With its instagrammable identity, Rachelrax also saw its numbers rise drastically. Since rebranding, @Rachelrax, has gained a 3750% increase in followers, rising from its humble beginnings of 400 to 15200.


Reviews from customers:


‘Taking mooncakes to another level, such a unique box!’
‘Super cute tart and messaging’
‘Everything about it is so whimsical’
‘Paper bag goals’

 

Social media posts and Instagram stories follow Rachelrax’s whimsical style. Whether it’s about shooting bubble tea pearls through your straw, taking a bite out of a literal moon cake, or galaxy glazed chocolate cakes, each post brings out the lively, carefree identity of the brand.

 

Do Not Design 

Work with us — write to we@donotdesign.com

©2009—2021

Do Not Design for Rachelrax Cakes - celebrating the fun and flavour in baking with an iconic mascot

Rachelrax Cakes

Services

Research & Analysis

Brand Positioning

Brand Identity

Communication Strategy

Creative Direction

Design Direction

Wayfinding & Signage

Creative direction

Yanda

 

Logo Design

Preston Tham / Jesslyn Sutisna

 

 

Design & Art direction

Yanda / Preston Tham / Delaphy Ng

 

Illustration

Jesslyn Sutisna / Delaphy Ng

 

 

Collaterals Photography

The Gentle Studio

 

Printing

KS Packaging / Pixel Tech

A project by Do Not Design   

 

Rachelrax is a carefree, fun and explorative brand selling pastries and cakes. In rebranding Rachelrax, the goal was to create a feast for the tastebuds and eyes through its experiential packaging and whimsical style. 

 

 

The new identity for Rachelrax took inspiration from the comic world of Tin Tin and Tim Walker’s whimsical photography to create a visual and packaging that reflects Rachel’s experimental and free-spirited nature. A combination of fun and freedom in both baking and serving, Rachelrax is truly a reflection of it’s founder. In bringing the brand to life, a visual surrealistic world; art direction system, typography, environmental graphics, tone of voice and creative guidelines were all considered. We created a flexible suite of elements fronted by Helvetica and staggered letterings. This served as a further identifier for the brand that can be combined in multiple ways to keep the brand’s image feeling fresh while maintaining a strong sense of consistency for brand recognition.

Rachelrax’s mascot is an embodiment of the bright and energetic, who are eager to change the world while having fun doing it. Alongside the main mascot are a collection of different postures and scenarios that add a touch of playfulness, quirkiness, and edge to the brand. We delivered over 10 scenarios that are expressive and joyful, from hugging candles, playing with oversized cakes and plates, to straight up chillin’ by a candle’s fire. 

Photography by The Gentle Studio

For the purpose of collecting and marketing, we created a wide range of branded materials— from cake toppers, tasting notes, thank you and gifting cards to collapsible boxes and paper bags. All in the name of designing an unforgettable experience for customers.

Additional strategic and creative support was provided in the form of interim product campaigns from Mooncakes to Bubble Tea, retail activation and customer defining strategies. 

To maintain a sense of comfort and functionality while serving the kitchen and front counter, the Rachelrax uniform was designed as a light T shirt and apron.

Additional strategic and creative support was provided in the form of interim product campaigns from Mooncakes to Bubble Tea, retail activation and customer defining strategies. 

Rachelrax's  front view is already famous, so want to make the back famous too. Playful and unique, the bottle shows off our mascot’s back view while utilising its clear walls/body to reveal the mascot’s front as one sips from the bottle. Talk about how her front view is already famous, so want to make the back famous tooPlayful and unique, the bottle shows off our mascot’s back view while utilising it.

Some say Rachelrax’s retail collaterals are considered collectible— but you didn’t hear that from us! With customers returning for their cakes only to keep the packaging, you wouldn’t be surprised to find that a quick search for #Rachelrax on Instagram would land you in a world of colours, cakes and fun.

With its instagrammable identity, Rachelrax also saw its numbers rise drastically. Since rebranding, @Rachelrax, has gained a 3750% increase in followers, rising from its humble beginnings of 400 to 15200.


Reviews from customers:


‘Taking mooncakes to another level, such a unique box!’
‘Super cute tart and messaging’
‘Everything about it is so whimsical’
‘Paper bag goals’

 

Social media posts and Instagram stories follow Rachelrax’s whimsical style. Whether it’s about shooting bubble tea pearls through your straw, taking a bite out of a literal moon cake, or galaxy glazed chocolate cakes, each post brings out the lively, carefree identity of the brand.

Rachelrax Cakes Social Media
Rachelrax Cakes Social Media

 

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