DESIGNER

Maggie Ju

PROFILE/DESCRIPTION

BAO is a fictitious small restaurant that has one located near a high school in Albany, CA and one in Berkeley, CA. The primary audience is high school students and their parents who pick them up after school. The purpose is to provide tasty treats to brighten up students’ day. It’s open throughout the day, so anyone can grab a treat at any time. The main goal of BAO is to serve a variety of flavored homemade fresh baozi (a type of yeast-leavened filled bun in various Chinese cuisines) along with some tasty Asian snacks and drinks (cold and warm). The price is cheaper than the majority of the shops that make baozi since it’s catered more towards students.

GOALS

Brand Advantages:

• Organic and healthy
• More meat
• Price catering towards students
• Quick and friendly service
• Homemade food
• Incorporation of Chinese culture

Brand Attributes:

• Local
• Original
• Customer first
• Reliable

Brand Experience: 

• Fast and fresh
• Delicious
• Clean
• Nice attitude
• Reasonable price
• Memorable