Visual identity reinvention for Baozi, a thriving bao concept with a twist. From London’s Hackney neighborhood to downtown Saigon, Baozi carries a diverse, creative, label-less selection of Asian fusion food. The new visual language can be captured as “Banksy got drunk in Chinatown”. It features a redrawn logotype that preserves just the signature ‘B’ of the old identity and a tongue-in-cheek design scheme that is largely inspired by pop culture & street vandalism. The hero of the identity is a series of humorously R-rated illustrations of popular characters that embodies the East meets West character of the brand.