COMPANY NEWYORK

1999

Overview

This strategic rebranding project was launched alongside the transition to a second-generation management structure, aiming to drive a comprehensive transformation across the company’s nationwide franchise network. To move beyond the outdated image of New York Bakery and respond to a rapidly evolving market, the initiative focused on fundamental corporate identity renewal, strengthening differentiation and building sustainable momentum for future growth.

Naming & Concept

While honoring its long-standing heritage, the brand was reinterpreted with a youthful sensibility through the refined name “COMPANY NEWYORK” and a witty visual concept. A particularly emotional storytelling symbol was developed by reimagining a crescent moon—symbolizing a lover studying abroad—as a croissant, creating a distinctive visual metaphor that intuitively connects product attributes with brand narrative and resonates strongly with younger consumers.

Launching & Promotion Strategy

A pioneering brand architecture integration strategy aligned the corporate identity (CI) and brand identity (BI), significantly enhancing communication efficiency. This cohesive approach not only reflects global branding trends but also reinforced brand recognition through a bright, approachable image—successfully transforming the perception of an old-fashioned bakery into a trendy lifestyle brand.

BRAND & IDENTITY CREDITS