Neo Round

Category

Brand Identity

Year
2026

Client
Neo Round

Industry

Bakery / Self-baking Coffee & Catering / Urban Lifestyle

Designer

Aaron Zhao
Hugo He

Neo Round 坐落于上海静安，主打当日现烤贝果，在快节奏都市中提供稳定、日常化的轻食饮食体验。品牌以「Neo」重塑现代烘焙认知，以「Round」隐喻贝果环形结构与城市循环日常。区别于常规面包形态，贝果外合中空的独特结构，兼具封闭性与开放性，具备极强的抽象设计潜力。品牌视觉以贝果圆形结构为核心，结合人眼真实就餐视角，从俯视到斜视的透视关系拆解重构几何形态。Logo摒弃绝对规整的圆形，以轻微透视倾斜塑造空间层次，将具象食物形态转化为理性、有序的现代品牌符号，构建专属且极具识别性的当代烘焙视觉体系。

Located in Jingan, Shanghai, Neo Round focuses on fresh daily-baked bagels, providing stable and repetitive urban catering experience. “Neo” represents innovation and redefinition, while “Round” symbolizes the circular structure of bagels and urban daily rhythm. Based on the unique hollow structure of bagels, the brand reconstructs geometric forms through real dining perspective changes from top view to oblique view. Abandoning rigid standard circles, the logo adopts subtle perspective and tilt changes. It transforms concrete food morphology into abstract, orderly and modern brand symbols, establishing a unique contemporary visual system for urban bakery.