So Pho So Good, is a mobile Vietnamese street food vendor operating out of East London with an enviable culinary genius and huge online following. Whilst investigating the possibility to franchise across the UK, they recognised the need for a fresh, playful concept to aid expansion.
The proprietors devotion to the smells, colour and neon vibrancy radiating from the streets of Hanoi, dictated a colour palette created to compliment the playful geometric design system to be applied on everything from vehicle livery, menus, t-shirts, aprons, packaging and with special instruction to develop a brand to propagate interesting visual stimulus on their digital platforms.
Briefed to 'put a smile on faces’, before tasting the food was integral to the development of the brand concept. The logo was created using hand drawn lettering to mimic noodles – a staple reflected in the endless variety of dishes.