Tiong Bahru Bakery by Gontran Cherrier from the Food Collective by the Spa Esprit Group (quite a mouthful isn’t it?!) has been all the rage in Singapore of late, with positive reviews from Lifestyle on the Sunday Times and very recently, on the website of the Wall Street Journal SEA website.

I thought I would approach this Bakery from the angle of branding instead.  Indeed, this is quite an interesting example because of how eclectic the brand identity is. [Read more…]