Wheel Cake Food Stand ReBrand
A rebrand revisiting earlier work, applying formal UX and visual design principles to a long‑standing food stand.
Business Overview.
Second Generation Ownership Transition
20-year family business entering its next chapter
Neighborhood Favorite
Trusted by generations of local customers
Traditional Market Setting
Located in the heart of busy sunset market
4.6 Google Rating
Built through word-of-mouth and repeated visits
Goal & Opportunity.
A second-generation transition created an opportunity to strengthen the brand while preserving what customers already know and trust.
Existing Brand Audit.
Strenghts
· Authentic and practical setup
· Communicates essential information
· Familiar to existing customers
Observations
· Visual communication varies across touchpoints
· Recognition relies on business name, no brand identity
Design Priorities.
Preserve Familiarity
Retain recognizable cues for long-time customers.
Bridge Generations
Appeal to both existing customers and younger audiences.
Improve Communication
Create a cohesive system across physical and digital touchpoints.
Identity System.
Logo.
Logo Breakdown.
伍 — The Family Name
Five petals representing both
the family surname and the number five.
Ancient Coin
References traditional coins and the Taiwanese phrase 有賺到 ("great value").
Wheel Cake
Builds upon the recognizable shape of a wheel cake, no new symbols.
Color Palette.
Inspired by the original storefront signage, Baltic Blue was elevated as primary brand color to create a stronger cohesive identity.
Brick Red and Sunlit Clay serve as accent colors, drawing from the fillings and crust of fresh baked wheel cakes.
Typography.
Menu System.
A clear and adaptable menu designed to improve readability while maintaining familiarity for existing customers.
Brand Applications.
The visual system extends across storefront signage, packaging, and customer touchpoints to create a more cohesive brand experience.
Reflection.
Throughout this project, I found myself thinking less about how to make the brand look more modern and more about how to make sure it still felt familiar. Regular customers have been visiting for years, often because they already know what they like and trust what they're getting. Rather than creating an entirely new identity, I focused on building from elements that already existed in the business, including the wheel cake mold, storefront colours, and existing customer touchpoints.
Looking back, I would continue exploring ways to make those connections between the original and refreshed identity even more obvious. I have also come to understand that not every design problem needs a dramatic solution. Sometimes the challenge is understanding what people already value and deciding what should stay the same.