BreadTalk picks brand refresh partner amid 25th anniversary push

BreadTalk has appointed brand consultancy Anak to lead a global brand refresh, following a competitive closed-door pitch.

The move comes as the iconic bakery brand celebrates its 25th anniversary and prepares for its next chapter of international expansion across Southeast Asia, China, the Middle East and beyond.

Anak will be responsible for revitalising BreadTalk’s brand platform, visual identity, and brand expression across touchpoints, with the goal of strengthening customer experience and cementing distinctiveness in the competitive bakery category. The engagement kicks off with a brand discovery phase led by cultural consultancy JUNK.

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“BreadTalk has been so much a part of Singaporeans’ lifestyles and our local dining culture for the first 25 years. We look forward to partnering with Anak for our next steps, as they support us in our next chapter of global expansion into new markets,” said Joyce Koh, group head of brand and communications, BreadTalk Group.

Hanyi Lee, creative partner at Anak, said the agency is honoured to partner with BreadTalk at such a milestone moment.

“Our mission is to tell BreadTalk’s story for the next 25 years and beyond, helping them to achieve their continued vision of creativity, innovation and market leadership,” Lee added.

The appointment signals a new chapter for both parties, as BreadTalk deepens its brand equity while Anak continues to grow its presence in the regional branding space.

This appointment follows Anak’s recent win with the Singapore Science Centre, where the agency was tasked to develop the brand identity and expression for its upcoming relocation to the Jurong Lake District in 2027.

The project sees Anak working alongside government and design stakeholders to reimagine the Science Centre’s public image for the next generation.

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