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

Ana Fong

Chief Operating Officer, Tong Heng Delicacies