ABOUT+RESUMÉ WORK LEFTOVERS
Branding and Packaging
This project was during my first time being a full-time college student during the summer! For my Graphic Design 1 class, we were assigned with creating a fictional restaurant and were responsible to create a brand identity for our restaurant.
FINAL
Menu Mockups
Restaurant Sticker
Vietnam is the #2 world supplier of coffee in the world. It’s a given Ngon vãi has their own coffee blend.
T-Shirt Design
Website Mockups of Landing Page and Menu
CONCEPT AND DEVELOPMENT
SKETCHES
DIGITAL DESIGNS, TYPEFACE AND COLOR SELECTIONS
FINAL MARK
I was very inspired by Vietnamese visual design! It’s maximalist in terms of the information being introduced, but at the same time, it’s simple in terms of the type that is being used. I took design inspiration from Arabic speaking cultures because of it’s similarities in information condensed design and similar revolutionary backgrounds. I also took inspiration from East Asian design due to the nature of Vietnam being a part of the Sinosphere.
While sketching my wordmarks for the restaurant, I encountered a roadblock where my peers didn’t understand the nature of calligraphic wordmarks. Plenty of wordmarks in Vietnam are in a cursive/calligraphy-like font and I attempted to pay homage to it by introducing said fonts in to my sketches. They pointed out that the wordmarks that were in cursive were pointed into a visual direction that made my resaturant appear to be luxury, to which I later came to agree. Most street vendor shops in Vietnam don’t think too much typographic wise on what their stores convey (is what their selling elevtated, or is it for the people? Is it casual or is there exclusivity to it?).
I scrapped the idea of having the wordmark be in calligraphy and opted to draw the wordmark to be in a sans-serif. I had made two final iteractions of the restaurant and I originally chose a workmark that I felt was very safe and didn’t have spacing issues between certain letter like the other mark, but it was incredibly simple and lacked the sophisticated, bold nature of what Vietnam is.
I dropped the simple wordmark and continued on working on interating on the bolder mark I had. Instead of connecting the strokes of ‘G’ and the ‘V’ in a playful manner, I got rid of it to improve the leading between ngon and vãi. It’s the perfect marriage between the spacing of my simple wordmark and the weight and appearence of my more bolder wordmark.
While searching for typefaces and fonts for my restaurant to use, I found that a lot of the latin typefaces did not meet the letter accents that Vietnamese has. Which I very much found to be incredibly frustrating. I had later discovered a Vietnamese typography project named Republish