Case Study: Tong Heng revitalises its heritage brand with &Larry

Tong Heng grows revenue 23% with &Larry

Tong Heng, a local family-run bakery with over 80 years of heritage, faced the challenge of staying relevant in a competitive market. The fourth-generation brand needed to engage new audiences while retaining its loyal older customers. They engaged the branding and design consultancy &Larry to revitalize their brand story and experience.

&Larry's solution centered on the core insight of bringing joy through traditional pastries, crystallized into the essence "Joy In A Bite." They implemented an ongoing series of capsule collections, updated packaging, store experience design, and social media content. The measurable impact included a 23% growth in total revenue in 2018, a 16-fold increase in Instagram followers, and a 30% hike in wedding pastry sales, successfully appealing to a new generation.

Tong Heng