Our branding design goal was to establish Manen as a household name that Hong Kong can be proud of. Through a comprehensive design strategy, we translated the master baker’s exceptional craftsmanship and the brand’s royal heritage into every detail—from naming to spatial design—forging a modern yet timeless pastry brand.

Company Profile

Manen is an esteemed pastry brand originating from Singapore, founded by Master Pastry Chef Chen Yueping. With a career spanning over four decades, Chef Chen has earned global recognition for his exceptional skills, having served as the executive pastry chef at renowned hotels in Singapore and Hong Kong, and even crafting desserts for the Danish royal family. Since 1995, he has been operating a beloved pastry shop in Singapore, and now brings his award-winning creations—especially his signature almond cookies—to Hong Kong.

Brand Naming: Månen

When introducing the brand to Hong Kong, the VINCDESIGN team sought a name that reflected both Chef Chen’s name “月” (meaning “moon”) and his royal Danish connection. The name “Månen”—Danish for “the moon”—was chosen. It embodies elegance, heritage, and uniqueness, helping the brand quickly establish a distinctive identity in the competitive market.

Brand Story: Where Royal Legacy Meets Lunar Magic

Steeped in a rich heritage of pastry excellence, Manen’s journey begins with our master baker, Chef Chen Yueping. With over four decades of dedication, Chef Chen has honed his craft in renowned hotels from Singapore to Hong Kong and earned the distinguished honor of serving the Danish royal family. This royal accolade, combined with the meaning of his name “月” (moon), inspired our identity. “Månen,” the Danish word for “the moon,” perfectly captures our essence: a brand of celestial quality, timeless elegance, and universal appeal. Each Manen cookie is more than a treat; it is a continuation of this storied legacy—a royal creation designed to bring a moment of wonder and indulgence to everyday life, much like the moon illuminates the night sky.

Brand Identity & Design Vision

At the heart of our brand identity design lies a ambition to create a brand that Hong Kong can be proud of—a name that resonates with families and corporate gifting alike. Our comprehensive approach encompasses naming, logo design, visual identity, packaging design, and retail interior design, all working in harmony to tell a compelling story.

Our logo design is a symbolic masterpiece, artfully combining a crescent moon, a chef’s hat, and a crown. This trifecta represents our core pillars: the lunar inspiration drawn from our name, the unparalleled craftsmanship of our master baker, and the prestigious royal endorsement from Denmark.

The branding design extends into a sophisticated visual language. We chose a regal palette of Royal Blue, reflecting the night sky and our royal connection, accented with gold to signify luxury, quality, and the warmth of freshly baked goods. Our pattern design is a fusion of geometric precision and traditional motifs, creating a strong visual impact that appeals to modern sensibilities while respecting artisanal traditions.

In our packaging design, every detail is meticulously considered to reflect our commitment to quality. We employ premium techniques such as embossed stamping on aluminium tins, intricate gold foil hot stamping, and beautifully illustrated cards with a lunar texture. These elements transform each package into a collectible item, ensuring an unboxing experience as delightful as the cookies themselves.

Finally, our store design and interior design philosophy focus on creating a balanced and immersive environment. The space is crafted to feel both elevated and welcoming, using a blend of modern materials and warm, inviting textures. This thoughtful spatial design allows customers to step into Manen’s world—a place where high-end pastry art is accessible to all, solidifying our vision to become a true household name.

What we did:

Brand Positioning, Naming, Brand Story, logo Design, Visual Identity, Package Design, Interior Design

Branding, Package & Interior design for Månen Bakery

Client/Project: Månen Bakery

Creative Director: Vince Cheung

Design and Illustration: PingTing Lee

Photography: Justin Tsao

Printing: Sense Production Limited

Interior Design: moodesignstudio & Vincdesign Branding Co.

Result:

Since its establishment, Manen has swiftly gained remarkable market recognition with its exceptional royal quality and distinctive brand charm. We are honored to have established partnerships with leading corporations such as the New World Group and K11, becoming their designated corporate gift supplier and delivering our moonlit sweet delights to a broader audience. With thriving business development, our store network has successfully expanded within the year, bringing this exquisite baking art closer to every corner of Hong Kong. As market sales continuously rise and word-of-mouth praise spreads, we have attracted numerous collaboration opportunities from diverse sectors, jointly exploring new possibilities in premium pastry art. Today, Manen has steadily grown into a highly respected and well-known Hong Kong pastry shop, fulfilling our commitment to becoming a household brand.