HALF MOON is a conceptual rebrand of a classic neighborhood Chinese bakery, re-imagined to showcase a new playful & vibrant identity. Honoring traditional techniques—including laminated doughs, steamed buns, and delicate egg custards—Half Moon now adds a contemporary twist through bold, unexpected flavor combinations.

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The rounded Half Moon logo, referencing the curved forms of fresh-baked goods and pillow-soft milk breads nods to the playful and contemporary aspect of the bakeshop, while the textural and tactile finishing treatments relays the nostalgic story of the well-loved café. Half Moon combines these elements of contemporary playful and "retro-nostalgia" graphics within a muted yet vibrant red color palette.