Insight
Sandoll Cloud = Bakey?
Sandoll provides a range of services designed to enable anyone to express themselves freely. Its core services include Sandoll Cloud Web and Sandoll Cloud Mobile App. The two services differ not only in platform, but also fundamentally in their product offerings and target audiences. Most designers are more familiar with Sandoll Cloud Web. In contrast, Sandoll Cloud Mobile App exclusively offers entertainment fonts (mobile fonts). While traditional fonts have primarily functioned as tools for work, entertainment fonts are positioned as a means of self-expression. This distinction represents the fundamental difference between the two products.
Because the purposes for using each service differ, user behaviors inevitably diverge, and differing target audiences naturally lead to different product structures. However, the fact that these two distinct services shared the same name—Sandoll Cloud—created points of confusion both internally and externally. To clarify this boundary and to build a world where individuals can explore and express their identity through entertainment fonts, Sandoll renewed Sandoll Cloud Mobile App. Today, we will walk through the process by which Sandoll Cloud Mobile App was reborn as Bakey.
Recipe 1. Measuring: Brand Definition
Before moving forward with the renewal, we needed objective insight into how users perceived Sandoll Cloud Mobile App. Through an in-app survey, we collected data on user age groups, gender, professions, usage patterns, and product preferences. The results revealed areas that aligned with our initial hypotheses, as well as areas that did not. However, one core premise remained unchanged: the brand’s foundation as a service centered on aesthetic satisfaction. Any gaps identified beyond this core were addressed and refined throughout the process, allowing the project to move forward in earnest.
Following hypothesis validation, we held discussions with the executive team to clarify the future direction and address fundamental “why” questions, forming the core framework of the brand. We also conducted internal interviews to check alignment. While we often assume shared understanding, questions such as why the service exists, what it aims for, and where its strengths lie revealed gaps in perception. This process encouraged deeper reflection on the brand and service, and helped internalize the brand’s intent.
Across interviews, a consistent view emerged: a service that minimizes font-usage constraints in mobile environments and a platform that supports self-expression. I summarized this as a commitment to enabling the free expression of individuality, aligning with Sandoll’s vision of a world where anyone can express themselves freely.
Recipe 2. Mixing: Naming
Based on the data gathered earlier, we confirmed that our vision was to create a world where people can freely explore and express their individuality. To support this, we were already providing a space for discovering personal taste and tools for self-expression—namely, the Sandoll Cloud Mobile App as a platform and entertainment fonts as its core offering.
With the direction clarified, the next step was to define a new name aligned with this vision. As noted earlier, the name needed to be clearly distinct from Sandoll Cloud, while still inheriting Sandoll’s heritage. It also had to resonate with the playful, expressive nature of entertainment fonts.
Among many candidates, the final choice was Bakey. Derived from Bakery, the name symbolizes a visual experience where fonts are enjoyed like desserts. Just as a variety of desserts delights the palate, Bakey conveys the idea of delivering visual pleasure through a wide range of expressive fonts.
Recipe 3. Baking: Symbolization
For the logotype, we explored a wide range of forms. We tested decorative styles that could intuitively convey Bakey’s values, as well as more restrained versions with a lower level of character, allowing for greater flexibility in expressing diverse personalities. We then sought a balance between these approaches and conducted weight studies accordingly.
The initially selected logotype was expanded into three axes—Light, Regular, and Bold—and developed as a variable font. The weights were determined based on whether the delicacy of the strokes remained perceptible while ensuring clear brand recognition.
The final logotype is structured as a harmonious composition of letters with varying cases, widths, and inclinations. This approach visually expresses a platform where diverse individualities coexist in balance. In particular, the letter “e” symbolically embodies the value of joy. Its open counterform evokes the image of a smiling mouth, reinforcing the sense of delight at the core of Bakey’s identity.
Recipe 4. Decorating: Visualization
Bakey’s primary color is Strawberry Red. This vibrant and energetic hue is rooted in Sandoll Red, while incorporating Bakey’s own identity through a softer, pink-toned red. The intention was to evoke a sweet red reminiscent of strawberries or cherries used as cake decorations. To avoid visual monotony and to create a more dynamic palette, brown, blue, and yellow were introduced as secondary colors, adding depth and variety to the overall visual expression.
Bakey’s graphics communicate the brand identity in the most intuitive way. Desserts composed of diverse ingredients, textures, and colors serve as a metaphor for entertainment fonts. Just as some people prefer a chocolate cake filled with fruit while others enjoy the simple, nutty aroma of whole-grain bread, font preferences vary as well. Some users are drawn to cute and decorative fonts, while others favor modest, hand-pressed styles that feel personal and understated. To visually convey Bakey as a platform that embraces this diversity, we employed graphic elements as a key expressive device.
The Next Chapter of the Recipe
This rebranding was not merely a change of name or logo, but a turning point that redefined the role of fonts. Once regarded as a language reserved for designers, fonts have now become an open means of expression for everyone. Within this shift, Bakey proposes viewing fonts not as tools, but as sensory experiences.
Through mobile—the most personal of mediums—Bakey aims to help users discover their tastes and express their individuality. Moving forward, Bakey will continue to build a platform centered on entertainment fonts, where preferences and sensibilities can be explored and shaped. We believe that fonts can serve as a connective medium even in spaces where multiple languages and cultures intersect.
In this way, Bakey continues to explore how fonts can make the world more vibrant. With a vision of fonts becoming culture and enabling diverse forms of self-expression, we invite you to look forward to the many recipes Bakey has yet to share.
Insight
Sandoll Cloud = Bakey?
Sandoll provides a range of services designed to enable anyone to express themselves freely. Its core services include Sandoll Cloud Web and Sandoll Cloud Mobile App. The two services differ not only in platform, but also fundamentally in their product offerings and target audiences. Most designers are more familiar with Sandoll Cloud Web. In contrast, Sandoll Cloud Mobile App exclusively offers entertainment fonts (mobile fonts). While traditional fonts have primarily functioned as tools for work, entertainment fonts are positioned as a means of self-expression. This distinction represents the fundamental difference between the two products.
Because the purposes for using each service differ, user behaviors inevitably diverge, and differing target audiences naturally lead to different product structures. However, the fact that these two distinct services shared the same name—Sandoll Cloud—created points of confusion both internally and externally. To clarify this boundary and to build a world where individuals can explore and express their identity through entertainment fonts, Sandoll renewed Sandoll Cloud Mobile App. Today, we will walk through the process by which Sandoll Cloud Mobile App was reborn as Bakey.
Recipe 1. Measuring: Brand Definition
Before moving forward with the renewal, we needed objective insight into how users perceived Sandoll Cloud Mobile App. Through an in-app survey, we collected data on user age groups, gender, professions, usage patterns, and product preferences. The results revealed areas that aligned with our initial hypotheses, as well as areas that did not. However, one core premise remained unchanged: the brand’s foundation as a service centered on aesthetic satisfaction. Any gaps identified beyond this core were addressed and refined throughout the process, allowing the project to move forward in earnest.
Following hypothesis validation, we held discussions with the executive team to clarify the future direction and address fundamental “why” questions, forming the core framework of the brand. We also conducted internal interviews to check alignment. While we often assume shared understanding, questions such as why the service exists, what it aims for, and where its strengths lie revealed gaps in perception. This process encouraged deeper reflection on the brand and service, and helped internalize the brand’s intent.
Across interviews, a consistent view emerged: a service that minimizes font-usage constraints in mobile environments and a platform that supports self-expression. I summarized this as a commitment to enabling the free expression of individuality, aligning with Sandoll’s vision of a world where anyone can express themselves freely.
Recipe 2. Mixing: Naming
Based on the data gathered earlier, we confirmed that our vision was to create a world where people can freely explore and express their individuality. To support this, we were already providing a space for discovering personal taste and tools for self-expression—namely, the Sandoll Cloud Mobile App as a platform and entertainment fonts as its core offering.
With the direction clarified, the next step was to define a new name aligned with this vision. As noted earlier, the name needed to be clearly distinct from Sandoll Cloud, while still inheriting Sandoll’s heritage. It also had to resonate with the playful, expressive nature of entertainment fonts.
Among many candidates, the final choice was Bakey. Derived from Bakery, the name symbolizes a visual experience where fonts are enjoyed like desserts. Just as a variety of desserts delights the palate, Bakey conveys the idea of delivering visual pleasure through a wide range of expressive fonts.
Recipe 3. Baking: Symbolization
For the logotype, we explored a wide range of forms. We tested decorative styles that could intuitively convey Bakey’s values, as well as more restrained versions with a lower level of character, allowing for greater flexibility in expressing diverse personalities. We then sought a balance between these approaches and conducted weight studies accordingly.
The initially selected logotype was expanded into three axes—Light, Regular, and Bold—and developed as a variable font. The weights were determined based on whether the delicacy of the strokes remained perceptible while ensuring clear brand recognition.
The final logotype is structured as a harmonious composition of letters with varying cases, widths, and inclinations. This approach visually expresses a platform where diverse individualities coexist in balance. In particular, the letter “e” symbolically embodies the value of joy. Its open counterform evokes the image of a smiling mouth, reinforcing the sense of delight at the core of Bakey’s identity.
Recipe 4. Decorating: Visualization
Bakey’s primary color is Strawberry Red. This vibrant and energetic hue is rooted in Sandoll Red, while incorporating Bakey’s own identity through a softer, pink-toned red. The intention was to evoke a sweet red reminiscent of strawberries or cherries used as cake decorations. To avoid visual monotony and to create a more dynamic palette, brown, blue, and yellow were introduced as secondary colors, adding depth and variety to the overall visual expression.
Bakey’s graphics communicate the brand identity in the most intuitive way. Desserts composed of diverse ingredients, textures, and colors serve as a metaphor for entertainment fonts. Just as some people prefer a chocolate cake filled with fruit while others enjoy the simple, nutty aroma of whole-grain bread, font preferences vary as well. Some users are drawn to cute and decorative fonts, while others favor modest, hand-pressed styles that feel personal and understated. To visually convey Bakey as a platform that embraces this diversity, we employed graphic elements as a key expressive device.
The Next Chapter of the Recipe
This rebranding was not merely a change of name or logo, but a turning point that redefined the role of fonts. Once regarded as a language reserved for designers, fonts have now become an open means of expression for everyone. Within this shift, Bakey proposes viewing fonts not as tools, but as sensory experiences.
Through mobile—the most personal of mediums—Bakey aims to help users discover their tastes and express their individuality. Moving forward, Bakey will continue to build a platform centered on entertainment fonts, where preferences and sensibilities can be explored and shaped. We believe that fonts can serve as a connective medium even in spaces where multiple languages and cultures intersect.
In this way, Bakey continues to explore how fonts can make the world more vibrant. With a vision of fonts becoming culture and enabling diverse forms of self-expression, we invite you to look forward to the many recipes Bakey has yet to share.