Tiong Bahru Bakery (TBB) has reopened its Eng Hoon Street flagship on 26 September 2025, marking a significant milestone in its brand transformation. The outlet, which first opened in 2012, now features a refreshed interior, an expanded menu, and a new brand identity, setting the stage for TBB’s future growth.
The revamped Eng Hoon store introduces Singapore’s first Kouign Amann soft-serve, alongside new menu items like the Shio Pan series and Mango Sticky Rice Danish. This transformation is part of a broader brand refresh that will be rolled out across all TBB outlets in Singapore and beyond.
The bakery’s new visual identity, crafted by Foreign Policy Design Group, includes a new logo and illustration style inspired by the Tiong Bahru neighbourhood’s 1930s architecture.
Matt McLauchlan, General Manager of Tiong Bahru Bakery, stated, “We wanted our Eng Hoon flagship to reflect where the brand is today — and where we’re headed.”
The redesigned space, created in collaboration with H Creates, balances style and efficiency, featuring a central display cabinet and warm custom lighting.
With 19 outlets in Singapore and its first international opening in Manila earlier this year, TBB is poised for further regional expansion over the next five years.
