Brief
The client presented the task of updating their brand towards a modern take and establishing new deliverables including ephemera and a website.
Summary
The brief was accomplished by taking the brand into a modern direction that included the cultural background of the brand itself. The system was inspired by various areas within Hue, Vietnam and has a minimalist style to add a modern vibe to the brand as well.
Early Explorations
Moodboard
The general mood set for the brand is creating a modern restauraunt with good looking food but also maintaining its cultural heritage.
Sketches + Logo Drafts
The direction for the logo was heavily inspired by the city of Hue. The primary inspiration was be based upon a Vietnamese pagoda, both in the strutcture and a loose inspiration.
The original three drafts for the final logo used the pagoda inspiration. Stacked bowls were used as an alternative to the pagoda design and the third variation would involve a combination between the first two designs. The typography was chosen to have a cultural vibe to the name and sub-header.