BRAND NAME

‘Bakkwa’ brands has always been portrayed as a traditional, cultural snack for the Chinese, and true to its tradition, the famous brands in Singapore has a long history of popularising this snack with their century-old recipes that we have grown so accustomed to.
The name ‘FYRE’ was chosen with the fundamental reason that Fire is the main source for determining the taste and texture of ‘Bakkwa’. Rather than using a family name like most of the brands in Singapore, we wanted people to remember ‘FYRE’ instantly.

BRAND DESIGN

With ‘FYRE’, we wanted to modernise this traditional snack with a fresh and minimal look, one that is memorable and great for gifting. Red is often used in these tradition Chinese products as it symbolises good fortune and joy.
To steer away from this tradition, and to stand out from the rest, we used a pastel pink colour that is not too obtrusive and still retains some festive aesthetic.
The symbol in ‘FYRE’’s logo is a combination of a four-leaf clover that represents luck and the Chinese character ‘炙 ‘ which means roasted.