DESIGNER

Jessica Wong

PROFILE/DESCRIPTION

The purpose of this project is to design a logo for either a fictitious company, a family/friend-owned company, or a small local company. I chose Sheng Kee Bakery (生計), which a small chain of bakeries spread throughout the Bay Area. They fuse Chinese baked goods with Western baked goods, and it delivers a delicious combination that can be enjoyed by all ages and all ethnicities. The company started in Taipei, Taiwan by Mrs. Kao, and sheng kee (生計) translates into "for a living", which was the purpose of the opening of the bakery. The homemade taste and quality of the baked goods earned the bakery a lot of customers, and it attracted people from miles away. The company was then passed down to her children, and it is now based in the Bay Area. The total of 12 bakeries are located in 8 cities: San Francisco, Daly City, Richmond, San Mateo, Milpitas, Cupertino, Union City, and Berkeley. As a family, the Kaos wanted to deliver delicious treats to their customers, and they follow their motto just that way: "Always the best for your discriminating palate."

GOALS

The goal of my design is to deliver a feeling of warmth and comfort, as a freshly baked loaf of bread would give, but also give a sense of simplicity, as it is a family owned company. I intend for the logo to be reminiscent of a baked good in some way. Additionally, I hope the Roman characters and Chinese characters 生計 invite a diversity of people to try the Asian-Western fusion of baked goods.