Phở Nguyễn
Client
Phở Nguyễn
Country
Australia
scope of works
Brand Strategy
Brand Identity
Motion
Marketing Campaign
Credits
AD | Chiêu Anh Long
Graphic Designer | Nguyễn Lê Đức Vinh
Graphic Designer | Lê Thị Hương Trà
Illustrator | Ngô Thị Hân
Motion Designer | Hà Tùng Lâm
Motion Designer | Tôn Nữ Phương Dung
Motion Designer | Tín Nguyễn
Showcase Designer | Nguyễn Hiền
Origin Story
Phở Nguyễn began with a memory of home. The founder grew up in a family running a small phở stall in Hà Nội, where the aroma of slow-simmered broth and spices shaped his childhood. In 1996, the family brought their Northern-style phở to Sài Gòn, continuing to refine the recipe over decades.
Years later, while studying in Australia, he realized how difficult it was to find a bowl of phở that truly tasted like home. That longing sparked the idea for Phở Nguyễn - to bring authentic Northern Vietnamese phở to the world. Built on a family recipe perfected over more than 30 years, the brand carries forward a tradition rooted in heritage, craft, and memory.
What did we do?
Translating that cultural depth into a visual identity was the challenge taken on by VCD Lab. Through typography, structure, and visual language, VCD Lab shaped a brand that feels both traditional and contemporary - honouring the past while presenting Northern Vietnamese cuisine with clarity and confidence on the global stage.
The logo
Rather than designing a typical restaurant logo, the team looked toward symbols deeply rooted in Vietnamese history and craft. The identity draws inspiration from traditional Vietnamese seals - a mark historically used to authenticate origin, quality, and authority.
This idea connects naturally to the story of phở itself: a heritage recipe carried across generations. Subtle references to the architecture of Văn Miếu – Quốc Tử Giám and the circular form of a phở bowl are embedded within the symbol, creating a mark that quietly evokes Hanoi’s cultural roots.
The story wall
To bring the story of Phở Nguyễn to life inside the space, we created a large-scale illustrated mural drawn entirely from scratch.
The artwork visually narrates the brand’s journey - from a childhood beside a family phở stall in Hà Nội, to carrying that memory across continents, and finally bringing the authentic taste of Northern phở to Australia. Flowing lines inspired by phở noodles guide the viewer through each moment, connecting scenes of family, craft, and heritage into a single visual story. The mural transforms the restaurant interior into more than a dining space - it becomes a storytelling canvas that celebrates the roots and spirit of Phở Nguyễn.
Lunar New Year 2026 | Brand Film
We also created a short motion clip celebrating the Lunar New Year. During Tết, when many Vietnamese living abroad feel the distance from family the most, the film evokes the feeling of sitting at the family table again, sharing a bowl of phở prepared with care. Through gentle motion and storytelling, the clip reminds viewers that sometimes a simple bowl of phở can bring back the warmth of home and the spirit of Tết. 🧧🍜