By Annie Nghi Nguyen-Aldag 2020

Before Covid-19, an ambitious and hard-working nurse harbored her dream of opening a Phở restaurant. Her specialty is chicken phở or phở gà. She envisioned it to be a family gathering space, where her soul-healing food would be served. More, she wanted to be able to expand her dream and perhaps opening a franchise in the future.

The logotype encompasses Hà's personality and her vision for the restaurant: elegant, powerful (mạnh) and forward looking. There is a hint of Vietnamese traditional artistic look and feel to the mark of the rooster. The font families are chosen to mirror the strong facade of traditional craftsmanship of the bamboo placemat in the kitchen. The rooster is reliable and intelligent, much like the boss herself.

Final logotype architecture.

Drafting the options.

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