NEXTDOOR I Brand Identity
Restaurant and Bar
Declan and Jesse, lifelong friends who grew up together in the same neighborhood with their houses right next to each other. Having shared their school years through high school, they've enjoyed parties with friends. Both of them relish the intimate atmosphere of these parties, leading them to jointly decide to open a small restaurant combined with a bar.
Situated just two blocks away from the central district of District 1 in HCMC, Nextdoor is tucked away in a small neighborhood. When you visit Nextdoor, we aim to provide a place with a close-knit, friendly atmosphere. No need to dress up – just come as you are. It's the kind of place where you can munch on some good food, sip on drinks, all without any fuss. A spot to kick back, unwind, and have a good time.
The dishes at Nextdoor may seem simple, but our kitchen team elevates flavors and ingredients to provide the best experience for you when you visit. Similarly, while our drink selection may be less diverse, rest assured that our recipes for mixing are all upgraded
We're not big on fancy, complicated dishes. Nextdoor has consistently been positioned as a brand for everyone, with no distinctions in social status. No matter who you are, when you step into Nextdoor, everyone is encouraged to feel at ease, enjoying a meal, engaging in conversation, and entertaining each other, just like friends.
Both Jesse and Declan desire Nextdoor's image orientation to revolve around high school, books, notes, parties, etc. Above all, they request simplicity yet still impress everyone, with limited use of illustrations. I suggested using a combination of fonts. The primary font being serif, combined with handwritten small notes to evoke memories of high school years. We always look forward to weekends or holidays to organize parties. When it comes to parties, the image of people enjoying themselves to the fullest always appears. Images of people drinking, leaning on each other, or draping over each other are used to convey aspects of visual identity in the Nextdoor system. The logo should be simplified, as natural as possible, subtly emphasized by increasing the font thickness. Additionally, in the full version logo, they wish to include "restaurant and bar" in a handwritten font. Finally, the last touch will be the two letters 'o' slightly tilted, suggesting the image of friends leaning on each other's shoulders in sync with the music. It could also represent the moment when they're a bit tipsy and losing a bit of balance.
The Photo Direction for Nextdoor will involve flash photography in low light, adding grain, capturing moments like groups of friends throwing parties, and preserving those moments using compact handheld digital cameras.
Nextdoor isn't just a spot for grabbing a bite and drinks; it's a vibrant hub where folks can join their friends in games of pool, poker, air hockey, or foosball. Every corner in Nextdoor comes alive with a variety of games, ensuring there's something for everyone to enjoy.
Jesse said that when he had to travel for work in Saigon, he went looking for restaurants, bars with a vibe of high school, about the parties as when he was in high school, but there wasn't any. He thought that if there wasn't any, he would be the first to bring this vibe to Saigon. So that people who travel for work, work far from their hometown like him can gather to remember the old memories. As well as introducing a new party style to locals.
SPECIAL
To show gratitude to customers with bills over $250, Nextdoor will gift a bottle of wine crafted directly by the participating Nextdoor through research, experimentation, and production. Declan shared that he wants the imagery of this wine bottle to be distinct from the restaurant's original image direction. During the experimentation phase, loyal customers, friends, and Nextdoor's family were invited to taste, and I suggested Declan captured their expressions. I want to depict these expressions on the wine label. All emotions—excitement, boredom, normalcy—will be portrayed so that when first-time drinkers taste this wine, they will feel curious to know whose face on the label resembles theirs after drinking. And finally, REPONSIBLE DRINKING! CHEERS
