大 餅 家
一 九 五 零
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内容
CONTENT
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001 Intro Brand Bible; Tai Thong Cake Shop 012
Editor’s Letter Raymond Teo, Chief Editor
014
Traditional Hand Made Mooncake making process
018 Heritage Experience the rich heritage of 038 Logo Tai Thong Cake shop Concept, design and the usage of the logo 025
Brand Story The connection of taste to heritage from 042 the heart
Brand Colours Colours guidelines to be used
046 Marketing Collaterals 034 Interview with Karen Concept and design of namecard, brochure, Opinions of an extreme user on Mooncake website industry 036 Opinions Current Tai Thong customers comments
051 Packaging Concept and design the packaging 053 Space Concept and design the shopfront layout 055 Outreach Bringing awareness through events 061 Outro 从心回味，更「圆满」更「圆美」
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前言
FOREWORD
Welcome to the brand bible of Tai Thong Cake Shop. I will like to extend my greatest thanks to my classmates, friends that has been with me throughout the journey. I could not phantom going through all the important points to look out for without my classmates. I believe a successful brand connects with you emotionally. It needs a belief system to establish that philosophy. Tai Thong Cake Shop has been around for since War World II and there are one of the very few last standing traditional mooncake makers – that is still hand made. Let’s walk through the journey of how every bite of the mooncake reminisces taste from the heart, experiencing a truly rich heritage.
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纯手功
HANDMADE
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历 �
Tai Thong Cake Shop is a Cantonese Pastry Shop offering a wide range of freshly baked Chinese Pastries. Founded in 1950 by a Cantonese pastry Chef, it was initially located at 43 Mosque Street in Singapore Chinatown. Mosque Street is across the road from the Majestic Theatre. Perhaps not coincidental, Tai Thong Cake Shop is famous for their traditional Cantonese Moon cakes, wedding cakes and Chinese New Year pastries.
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品牌故事 BRAND STORY
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“Leaving one for you..” Love, Mum
窝 心
欢 聚
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Usage of 60% or more space to be use as the retail for shoppers browse. Step back into the oldern times on how old Tai Thong Cake shop was to be. Yellow Lighting to be used to give a warmt feeling. Furnitures are mostly wooden to stay to our traditional roots
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从心回味， 更「圆满」更「圆美」 Reminiscing taste from the heart
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Publisher
Raymond Teo
Advisors Terence Yeung Will Kolen Keith Tan Proof Reader Raymond Teo Video Editor
Raymond Teo
Printed
Oct 2017
References chinatownology.com shutterstock.com pexel.com flickr.com
Copyright ÂŽ Raymond Teo The content of this publication shall not be duplicated, need or disclosed in who or in part for any purpose without the consent of the publisher. Disclaimer: Pictures used in this published are strictly for educational purposes. All rights reserved.
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