WHATTHEPHO!

WHATTHEPHO is a Vietnamese pho restaurant that brings a taste of Saigon to the heart of Sydney, Australia. The brand's identity is built around a bold, eye-catching typographic style that pays homage to the vibrant signage of 1960s Saigon. This unique concept creates a visual bridge between Vietnamese culinary tradition and contemporary Australian dining culture, offering patrons an immersive experience that goes beyond just the food.

Typography

The cornerstone of WHATTHEPHO's visual identity is its typography. Employing oversized, bold lettering, the logo is designed to evoke the same powerful emotional response that diners experience when savoring a delicious bowl of pho. The typeface is carefully chosen to be both impactful and legible, ensuring that the brand's message is clear and memorable. To add a touch of local flavor and enhance the brand's connection with its Australian audience, the typography incorporates popular Aussie slang. Phrases like "hectic," "get a pho brekkie," and "noice" are cleverly integrated into the design, creating a playful fusion of Vietnamese and Australian cultures.

Color Palette

Drawing inspiration from the vivid hues of retro Saigon signage, WHATTHEPHO's color scheme is dominated by warm, energetic tones. The primary colors are a bold red and a vibrant yellow, which not only capture the essence of 1960s Vietnamese street aesthetics but also stimulate appetite and create a lively atmosphere. These colors are strategically used throughout the restaurant's branding materials, from signage to menus, creating a cohesive and visually striking identity that stands out in Sydney's competitive dining scene.

Character Design

To further enhance the brand's personality and create memorable visual elements, WHATTHEPHO features three distinct character designs:

• The Pho Guy: This character embodies the hearty, satisfying nature of pho. Depicted as a large, masculine pho bowl brimming with ingredients, The Pho Guy represents abundance and the filling nature of a good bowl of pho. His presence in the branding reinforces the restaurant's commitment to generous portions and robust flavors.
• The Cool Banh Mi Dude: Representing the laid-back side of Vietnamese cuisine, this character is the epitome of cool. Unfazed by any situation, The Cool Banh Mi Dude adds a touch of nonchalant charm to the brand. His relaxed demeanor contrasts nicely with the bold typography, creating a balanced visual narrative.
• The Rolls Brothers: This trio of spring roll characters brings an element of fun and attitude to the brand. Portrayed as tough and gangster-like, The Rolls Brothers add a playful edge to the restaurant's image. Their presence can be used to promote spring rolls as a must-try side dish, adding a narrative element to the menu.

These characters not only add visual interest to WHATTHEPHO's branding but also serve as storytelling devices, each representing different aspects of the restaurant's offerings and atmosphere. They provide opportunities for creative marketing campaigns and can be featured on various promotional materials, enhancing brand recognition and customer engagement.

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