Case Study: Tong Heng achieves renewed brand relevance and growth with &Larry

Tong Heng grows Instagram followers 16x with &Larry

Tong Heng, a Singaporean bakery specializing in traditional Cantonese pastries since 1935, faced the challenge of maintaining brand relevance in a changing market. The vendor &Larry was engaged to conduct a rebranding that would celebrate the bakery's heritage while connecting with new generations.

&Larry codified the brand essence as 'Joy in a Bite,' embedding this story into a new brand identity, packaging, spatial design, and a digital content strategy. The holistic revitalization led to significant measurable impacts, including a 23% growth in total revenue in 2018, a 12.5% increase in sales during the 2019 Lunar New Year period, and a 16-fold growth in Instagram followers. The rebrand also attracted younger staff, dropping the average age of new hires by 18 years.

Tong Heng