Identifying with the colour and neon vibrancy emanating from the streets of Hanoi. So Pho (pronounced "Fuh") So Good are mobile street food vendors with an amazing online following. Briefed to 'put a smile on peoples faces', before even tasting their food was integral to the detailing of the brand concept. The logo was created using hand drawn lettering to mimic noodles - a staple of many of the meals on the menu. A colour pallette was created to elevate a 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.