Design Camp Nara: Baaku

We were invited as one of the three designers from Asia to participate in 'Design Camp Nara'. Hosted in Japan, it involved homestay with local poultry farm, Izusawa family in Nara prefecture, and conceived a design proposal for their business brand 'Baaku' over a 3-day period at the end of the programme.

Design 'Baaku' is famed for their high-quality and organic pork produce. The family emphasises on the connection between people, food and nature as their core business principle.

In an effort to modernise their brand, we repurposed and stylised the looping shape of a pig tail as the new identity mark to symbolise the connecting principle — a cycle from people to food, food to nature, and from nature back to people, ad infinitum.


Branding device 'Baaku' identity is further extended with a flexible branding device using the new 'looping' identity mark, that allows expressive use with a wide variety of image and textual content.

Adaptation A comprehensive set of branding adaptation is designed to demonstrate consistency of the design stories for the new identity.

Branding posters

Business cards


Creative flyers

Watermarked images used here are strictly for mock-up purpose only


Video      Baaku website prototype

Baaku Family Programme