Challenges

Baõ had a story with a lot of charm, but charm is also how brands accidentally become “cute-only” and get taken less seriously. We had to translate “handmade warmth + Australian coffee culture” into something that felt playful without feeling childish, and consistent without feeling overly polished. On top of that, everything had to work in two languages, across tiny surfaces (drip bags) and huge ones (shopping bags and in-store signs), with colors that stay punchy in real-world printing.

Solutions

• Built a bilingual type system (Canaro for English, 梦源黑体 for Chinese) with clear hierarchy rules so the vibe stays consistent even when the layout changes.

• Designed a print-ready palette led by core blue + yellow, supported by beige, brown, green, and peach-pink accents, plus strict black for contrast and legibility.

• Created a hand-drawn mascot (the kangaroo) and a simple icon set (coffee tools, cups) with controlled line weight, so it scales from a sticker to a box without getting messy.

• Turned the “bag” origin into physical design cues, stitch and handle motifs became visual texture, and even influenced carrier and packaging structure decisions.

• Systemized packaging into modular templates across formats (cups, bags, boxes, drip sachets, carriers, signage) so new SKUs can be added without redesigning the universe.

Outcome

Baõ landed as a bright, human brand you can spot from across the room, but still feels crafted up close. The identity holds together across a full packaging family, from coffee bean bags to takeout carriers, and it scales cleanly into store materials without losing that hand-drawn warmth. Most importantly, the story isn’t trapped in a paragraph anymore, it’s baked into the visuals, literally in the parts people hold.