Smiling Tree Baumkuchen

Hwa Sine Foods Company, since 1987, it’s a famous and fully experienced bakery OEM in Taiwan. With high skills and quality equipment, The Company decided to focus on baking “Baumkuchen” and launch its own brand named Smiling Tree. However, it didn’t make a big hit right away, due to the lack of marketing strategy, old-fashioned visual design and low brand awareness. Smiling Tree was seeking a way to change. Therefore, my design was to help them build up the new brand identification step by step, as well as push The Brand from OEM to a new higher level. 

The colourful stripes symbolise each delicately baked layer and the variety of tastes. With a piece of cake were cut off, the whole image looks more vivid and dynamic that attracts customers, meanwhile, encourages them to have a bite to eat. ​​​​​​​

Colour scheme set for Smiling Tree bakery, Pantone 3248C and 876C, which was a twist of the ordinary colour identity of trees, made this new packaging look chic and sweet while still having connections with the brand and logo. ​​​​​​​