Pow Bao serves up freshly made baos from its glossy black food truck in Portobello, Dublin. From the beginning of the project we loved the little contradictions that came with Pow Bao. The delicately steamed buns were being served out of a big, chunky food truck. The concise and unassuming menu was packed with flavour combinations that knocked your socks off. The name Pow Bao was cute but loud. We loved all these mixes of sweet but fiesty and felt that the branding needed to reflect this so we went about creating a brand that packed a punch.
The Pow Bao logo is soft but strong. The rounded corners of the characters bring a softness to the loud wording. The lightning logo mark is sharp and energetic but drawn in a way reminiscent of childhood temporary tattoos. We used a holographic foil for stickers, vinyl signage and on food packaging so that when light hit them they burst in a rainbow of colours. We concentrated on block colours as back oops for our photography to show off the flash colours of the ingredients used. Paired with colourful food photography and cheeky tag lines Pow Bao started to come together as a playful, confident brand.