Eighty Five

A branding system that brings sweetness and joy to your home.

Summer 2022

14 weeks

Branding & Packaging Design

Products

Assets

Research

About 85 °C Bakery Café

Mr. Cheng-Hsueh Wu founded 85 °C Bakery Café in 2004 in Taipei. Today, it has over 1,000 locations worldwide. It provide premium coffee, bread, and cake at affordable prices. Each store features an in-shop bakery and sell freshly baked pastries

Why 85 °C

The perfect brewing temperature for espresso coffee is 85 °C.

The name symbolizes the company’s devotion to providing every guest with the highest quality coffee, bread, and cakes.

Products Experience

Inconsistent packaging design
Too much plastic, not sustainable

Consumer Interview Insights

I love the store that is close by and the soft taste of the bread.

We make purchase by taking consideration of ingredients.

I enjoy the smell and visual of the products.

I love the cheese tart from the store that my friend recommend to me.

I love the environment of the store and the variety of choices they have.

People go to the bakery shop because: Freshness, Convenience, Products, Health

Opportunities

Disconnection between the company’s mission and what they offer in packaging
No specialty for brand

Branding

Precisely and uniquely crafted Asian pastries for American market.

Redefining the 85 °C Bakery Café to celebrate our pursuit of perfection through precise control over our pastries and beverages. Streamlining our consumers' purchasing experience by providing freshly baked items delivered straight from our ovens. In honor of our Taiwanese origins, we highlight unique recipes created by our master chefs, bringing the Asian bakery experience to Americans.