Bao's BFF Open-Source Branding by Hato Redefines Fast Food

BFF, a new fast-food concept from London's Bao restaurant group, launches with an open-source brand identity designed in collaboration with Hato. The restaurant, which stands for Bao Fast Foods or Best Friends Forever, aims to bring Taiwanese fast-food culture globally. Co-founder Shing Tat Chung explains that the open-source approach, rooted in the founders' creative backgrounds, involves transparency and two-way community dialogue rather than editable downloads. The brand's visual identity embraces 'Fast Culture' with eclectic, nostalgic aesthetics inspired by Asian convenience stores. BFF's menu focuses on quality ingredients and convenience, allowing customers to buy items like tissues and instant noodles alongside food. The project is a work-in-progress, evolving through 2026 before a permanent site opens in 2027. Chung emphasizes that the true IP is the community built around the brand, not proprietary recipes or designs.