Client:

Vietnamese husband and wife team starting a new chain of authentic, home cooking-inspired pho restaurants featuring their unique, made-to-order fresh noodles.

Ask:

Create a brand that honors the couple’s history, roots, and recipes while appealing to the modern, working millennial audience in the Atlanta area.

Creative:

A large part of Saigon’s history has roots in Chinese culture. With that as the foundation, we focused on the still prevalent use of engraved signature stamps as the core aesthetic. Signature stamps often feature hand-carved surnames often passed down from generation to generation which became the perfect inspiration for a family-oriented brand such as Vietvana.

We used the textures from carving micro-imperfections and also common line weights sampled from various stamp photos to develop a whole brand language that pays tribute to the couple’s heritage, recipe ingredients, and bold moves to break the mold in an otherwise crowded category of restaurants.

Final deliverables included a brand guideline, brand assets, apparel, menu, and various in-store environment pieces such as window decals, wall art, and more.