Branding for VIetvana
Authenticity isn’t just a claim; it’s a way of life. It demands action, dedication, and genuine effort. For the husband-and-wife team behind Vietvana, this meant returning to Sai Gon to master the craft of making pho–from broth to noodles–and source the right equipment to bring fresh pho noodles to Georgia. From these roots, we built a brand that’s deeply rooted and indelibly marked by true Vietnamese spirit.
Year
Client
Client Type
Location(s)
Services
2018
BGP Group
Fast Casual, QSR - Quick Serve Restaurant
Atlanta, Georgia
Advertising, Branding, Concept Development, Interiors/Environments, Marketing, Menu Design, Naming, Packaging, Strategy, Uniform/Merchandise, Verbal Identity, Visual Identity, Website
Shifting the brand Strategy
Despite striving to bring authentic Vietnamese flavors to the Georgia market, the term “authenticity” was something to steer away from completely. It’s too fragile to own with too many opportunities to lose trust.
Instead, we zeroed in on the craft of making the food while layering in a new sense of what Vietnamese food should taste and feel like. We had to simultaneously attract Vietnamese people and the general public to a new concept with flavors that may very well taste inauthentic.
Why inauthentic taste? Because the public has become used to flavors influenced by preservatives making broth and noodles taste different compared to what’s found in Sai Gon.
We absorbed the nuances and complexities of Vietnamese culture including influences from other countries in the form of colonialism and war.
What we found was a melting pot of culinary culture was about the only thing left of the true Vietnamese lifestyle. And showing love and affection was usually done through cooking and sharing food with one another.
This action made food more than sustenance. It transcended the moment into something altogether wonderful. It made it paradisiacal.
Evocative
Culturally relevant
Serious
Restaurant brand naming
Transcendence is woven into the fabric of Vietnamese culture, heavily influenced by Buddhism through Chinese heritage and history. It’s a central theme, representing the journey towards a higher state of being—a journey that spans lifetimes and culminates in nirvana, or paradise.
While nirvana is rooted in Indian Buddhism, its concept resonates deeply within Vietnamese culture. However, to truly capture the essence of Sai Gon, we needed a name that felt authentic.
By blending the cultural prefix “Viet” with the transformative idea of “nirvana,” we crafted a name that carries rich perceptual and emotional significance. Vietvana not only honors its roots but also elevates the brand in the minds of the patrons.
Restaurant Brand Identity Design
Finding fresh inspiration that avoids visual clichés is always a challenge, especially when immersing in a rich culture like Sai Gon’s. For Vietvana, we needed to pull from the vibrant street food vendor scene and the unique cultural essence of Sai Gon.
With such a rich geography and urban landscape, Vietnam offered no shortage of inspirational imagery. We drew from the typography of Vietnamese signs and vintage posters from the French colonial period.
The result? A visually compelling brand centered around Pho, the staple food item. But we didn’t stop there.
Custom typography elevated the logo, capturing the essence of Sai Gon’s streets. We carefully selected typefaces that felt like street signage, complete with the diacritical marks necessary for authentic Vietnamese words.
Our color palette of strong golds and reds laid the foundation, while stamplike seals and icons disrupted the grid, adding the street-like edge that completed Vietvana’s visual language.
Restaurant Menu Systems Design & Collateral
Vietnamese street food culture came to life in the Vietvana menu suite. Whether it was the handheld, in store menu, the takeout menu, or the menu boards, the brand’s language created an orderly, but unique experience. But it wasn’t solely aesthetically pleasing. We focused on menu user experience to guide guests to popular, profitable, and perception driving items.
The menus created a visual language that worked in locations with vast menus of menu items and remained just as powerful at smaller fast casual footprints.
A large array of marketing collateral touchpoints were also designed from small, ephemeral pieces like matchboxes and coasters to larger items like postcards. Each extended the brand’s identity and the story.
Restaurant packaging Design
Every piece of Vietvana’s packaging suite was crafted to tell a story, blending cultural authenticity with contemporary flair. For the takeout bags, we reimagined the classic “Thank You” bags commonly seen in restaurants, but with a twist: the familiar text was replaced with Vietnamese phrasing, creating a unique touchpoint that connected customers to the heart of the brand. This small but impactful detail offered a moment of cultural immersion while showcasing the brand’s commitment to honoring its roots.
The banh mi packaging became a canvas for fresh, bold iconography that celebrated the essential ingredients and flavors of Vietnamese cuisine. Clean, modern illustrations and a bright color palette ensured that every package felt vibrant and inviting, capturing the sensory delight of Vietvana’s offerings. To further elevate the dining experience, custom chopsticks were designed to reinforce the brand, featuring sleek patterns and branding elements that added a touch of personality to every meal.
Cup designs rounded out the packaging suite, serving as mobile ambassadors for the Vietvana brand. With striking visuals and messaging that echoed the brand’s distinct identity, these cups turned heads and sparked conversations wherever they went. Together, these packaging elements not only enhanced the customer experience but also strengthened brand recognition, proving that even the smallest details can leave a lasting impression.
Restaurant interior design
Vietvana’s interiors are where the street vibe truly came to life. Collaborating with the respected architectural firm, Office of Design, we created a unique sense of place within the expansive restaurant footprint.
The walls are adorned with a blend of family photos from the owners and cultural icons like Buddha and the iconic Vietnamese bicycles. This rich imagery ties back to the heart of Vietnamese culture.
We crafted custom Art Deco-style illustrations to represent various regions and points of interest in Vietnam, highlighting the origin of ingredients.
Scenes from the Me Kong floating market and Ben Thanh market served as inspiration for postcards and posters throughout the locations. Some illustrations even transformed into Instagram filters, letting fans immerse themselves as the noodle lady or the red Buddha.
“Bullhearted captures the essence of our culture and our passion for the food of our people. We love the brand and feel it’s key to our goals for growth”
Project Recap
Our branding and concept development work for Vietvana brought the rich traditions of Vietnamese cuisine to life with a modern and approachable twist. Rooted in authenticity and guided by a bold purpose, the brand captures the essence of Vietnam’s culinary heritage while appealing to a diverse, contemporary audience. From the handcrafted logo to the evocative storytelling in its messaging, every element of Vietvana was designed to transport diners to the vibrant streets of Vietnam, where flavors are bold, fresh, and unforgettable.
Since its launch, Vietvana has grown into a thriving brand with three (and counting) locations across the Atlanta metro area, solidifying its place in the region’s culinary landscape. This growth is a testament to the concept’s resonance with both local patrons and food enthusiasts, as well as its ability to adapt and scale while maintaining the integrity of its roots. With its continued success, Vietvana exemplifies how purposeful branding and a strong vision can fuel sustainable growth in a competitive market.