“Talk The Pho” is a brand-new dining brand centered on “New Vietnamese Cuisine” that champions modernity, freshness, health, and novelty, aiming to innovate upon tradition. In shaping the overall brand identity, we intentionally departed from the traditional and French-classical styles typically associated with Vietnamese restaurants. To align with the brand’s core positioning of “novelty,” we implemented a modernized visual expression. Since the target audience encompasses the general public, we designed the brand identity to feel exceptionally approachable, relaxed, and joyful.
The brand name implies an open invitation for everyone to dine with a light heart, share their thoughts, connect with one another, and talk about the beauty of Vietnamese food. Inspired by this, the logo design incorporates the symbolic “speech bubble” from comic books, seamlessly embedding it within the custom Chinese logotype to form the brand’s core visual mark. This speech bubble concept further extends into the primary key visuals and interior spatial design, tangibly grounding the ethos of “talking about Vietnamese cuisine” and serving as the most vital creative anchor for the entire brand experience.