An authentic Asian bakery

The Challenge


The team behind the Wasabi sushi and bento restaurant chain, founded in 2003 by Korean entrepreneur Dong Hyun Kim, briefed us in 2016 to help them develop the branding, packaging design and in-store communication for their new Asian bakery concept, Soboro.

Conceived by Mr Kim and his experienced team, the Soboro brand is based on the fine traditions of Japanese and Korean baking, with an innovative vision to create the freshest, authentic, handmade Asian bakery products.

Open from breakfast through to early evening, Soboro’s food is made fresh every day by a team of Japanese-trained pattissiers and bakers. The menu includes Korean and Japanese-inspired rolled matcha croissants and chicken katsu sandwiches, as well as excellent coffees, made using their state-of-the-art Spirit machines.

What we did


Using the core Soboro brand marque as inspiration, Parker Williams created a new set of brand assets, focusing on the distinctive and holistic Soboro ‘O’ and the striking copper colour used in the store design.

These assets were applied across Soboro’s food & drinks packaging, a process which involved working closely with the client team and key suppliers to ensure we could optimise the combination of graphics, inks, substrates and structures.

We also helped inspiring and appetising menu boards and in-store communications, including a series of Japanese sayings to explain Soboro’s taste experiences and flavours, such as ‘A frog in a well does not know the Great Sea’ interpreted as ‘Adventure Everyday’, and ‘Ten men, ten colours’ interpreted as ‘Be Yourself’.

After opening the first Soboro store in Cambridge in July 2017, the plan now is to grow the brand alongside its sister brands, Wasabi & Kimchee, complementing them and strengthening the group’s coverage of all day parts for consumers, by adding breakfast and teatime to the portfolio.