Brand Manager
Brand Localization
Design System

Hashtag B

#Bakery #Better #Believe

Translating the brand’s philosophy and identity into new markets, preserving their essence while shaping a locally resonant expression, from Hong Kong to Southeast Asia for the first time.

Challenge

Solution

With an established brand identity, Hashtag B Hong Kong invited us to adapt its brand strategy, visual system, and ways to engage new market while preserving the brand’s personality.

We guided the brand’s communication across its first stores outside Hong-Kong, balancing global strategy with local relevance through collaborations, campaigns, and merchandise.