Bánh Mì đường Phố (aka Bánh Mì Phố / Bread on the Street) is local Vietnamese sub located in District 7, Saigon. Established in 2016, Bánh Mì Phố introduces the Northern style of Vietnamese sub to the local with the special ingedients all the way from Hanoi. With only 12,000đ to 15,000đ (around 50 cent to a dollar) per combo (a sub, tissue, toothpick, & a drink), their target is making this authentic Vietnamese sub affordable to everyone.
The logo has to be readable and also reflecting key concepts of the brand. Typographic exploration has become our main focus, we took on different approaches to bring both images of Old Quarter and street food / Vietnamese sub into the logo.
We think of exploring visual of the street, food ingredients combining with type-treatment of those street cries (vie: tiếng rao); well-known from the street vendors around the country, to bring that friendly feeling to the common people.