For this brand redesign, my goal was to create a distinctive and memorable identity that reflects PHO Vietnamese Cuisine’s rich cultural heritage. I conducted research into traditional Vietnamese patterns, symbols, and typography, using these elements to guide the design process. The final result is a custom symbol that communicates the essence of the brand in a way that is both meaningful and modern.
PHO Vietnamese Cuisine began serving authentic Vietnamese food in Oxford, Mississippi in 2019 under the original name Mi & Tea Tea House. As the menu expanded to include more traditional dishes, the name and identity were updated to reflect the restaurant’s new direction. Over time, PHO became a local favorite, and with its growing popularity came the need for a refreshed brand that better represented the restaurant’s vibrant dining experience. The redesigned identity was built to be versatile, with applications across signage, packaging, merchandise, and digital platforms.
