Pho House
Pho House is a reimagined brand for an established Vietnamese restaurant in downtown Vancouver, blending authenticity with a fresh, modern identity. Rooted in the restaurant’s core values of authenticity, affordability, and community, the new branding is designed to resonate with regular customers, students, and young professionals who frequent the area. By maintaining a welcoming and familiar atmosphere while refining the visual identity, Pho House continues to be a go-to spot for comforting, high-quality Vietnamese cuisine.
The brand identity is inspired by the rich, bold flavours of Vietnam, reflected in a warm, spicy colour palette that evokes the depth of pho broth, fresh herbs, and chilli heat. The visual system features hand-drawn illustrations of pho bowls and noodles, adding a personal, inviting touch that speaks directly to the restaurant’s young, engaged audience. These illustrations help create an identity that feels friendly, familiar, and full of character, reinforcing Pho House as a place where customers feel at home.
The brand identity is inspired by the rich, bold flavours of Vietnam, reflected in a warm, spicy colour palette that evokes the depth of pho broth, fresh herbs, and chilli heat. The visual system features hand-drawn illustrations of pho bowls and noodles, adding a personal, inviting touch that speaks directly to the restaurant’s young, engaged audience. These illustrations help create an identity that feels friendly, familiar, and full of character, reinforcing Pho House as a place where customers feel at home.
Key Insights
- A warm, spice-inspired colour palette reflecting the bold flavors and comforting warmth of Vietnamese cuisine.
- A full brand identity system, covering everything from storefront signage to digital marketing and merchandise.
- A cohesive yet flexible visual language, ensuring Pho House stands out while maintaining authenticity and familiarity, and keeping a strong consistency across all mediums.
- Balancing authenticity with modern appeal, keeping the heart of the restaurant intact while making it more engaging for today’s audience.
The comprehensive rebranding package includes logo variations, a brand identity guide, business cards, stationery, storefront design, ad campaigns, a website, and merchandise. The updated identity ensures consistency across all touchpoints, from in-person dining experiences to digital engagement, making Pho House both visually appealing and highly recognizable. I used Adobe Photoshop, Illustrator, InDesign, Figma, and Procreate to develop this project.
The final result is a refined yet approachable brand identity that captures the essence of Pho House, strengthening its connection to its loyal customers while welcoming new diners into the experience.
The final result is a refined yet approachable brand identity that captures the essence of Pho House, strengthening its connection to its loyal customers while welcoming new diners into the experience.
