Simply Bakery Café


Shanghai’s Latest Bakery Cafe

Simply Bakery Café

Simply The Group (STG), a Shanghai- based F&B powerhouse, with its award- winning SimplyThai and Pin Chuan (SiChuan) chain restaurants engaged Spinnaker360 to develop a new brand concept for it’s foray into the bakery-cafe market segment.

After studying the Shanghai-nese and Chinese bakery landscape, Spinnaker developed several test concepts before STG settled on the Simply Life Bakery Cafe (SLBC) concept that best allowed STG rapid roll-out of their franchising program.

In all, Spinnaker’s team spent 8 months between Singapore and Shanghai developing the concept, trademark, brand identity system, packaging, livery and interior design. Spinnaker was further engaged to design and project manage the first 6 outlets in and around Shanghai. Simply Life Bakery Cafe locations ranging from the trendy XinTianDi, K11 Mall at Huaihai Lu, to the flagship cafe at LVMH’s new office and retail tower at HongQiao are some of the grade A locations that Spinnaker designed.