Chào: vietnamese street food
PROJECT OVERVIEW The project was to find an established, locally owned restaurant that could expand their business into a food truck. To do this, I required some rebranding to incorporate their new offering. This rebranding included identity redesign, food truck mock-up and design, menu layout and design, packaging, and apparel merchandise.
BACKGROUND Chao, is known in Fishers for their simple, yet authentic Vietnamese dishes. The restaurant does a great job of making ethnic food that is welcoming to Americans. When a customer enters their restaurant they will notice that simplicity rings through in everything they do. They keep their decoration, their menu, and their plating as simple as they can so they can focus on one thing: the food. Like street vendors in Vietnam, they sell very few dishes, but create those dishes perfectly. Chao brings authentic Vietnamese food from their streets to yours!
BACKGROUND Chao, is known in Fishers for their simple, yet authentic Vietnamese dishes. The restaurant does a great job of making ethnic food that is welcoming to Americans. When a customer enters their restaurant they will notice that simplicity rings through in everything they do. They keep their decoration, their menu, and their plating as simple as they can so they can focus on one thing: the food. Like street vendors in Vietnam, they sell very few dishes, but create those dishes perfectly. Chao brings authentic Vietnamese food from their streets to yours!
ONSITE RESEARCH
CULTURAL RESEARCH + INSPIRATION Chao's restaurant is already like a food truck without wheels, their goal at Chao is to take away all of the unnecessary fancy plating and decorations, and focus solely on the ingredients. Instead of making a lot of different dishes well, they would rather perfect two to four dishes. They have a small menu, but it will not compare to anything else you've had. I picked Choa because they were an easy transition, all they needed was an urban edge, an attention grabbing truck, and a revamped logo!
I took inspiration from Vietnamese street vendors and the Vietnamese culture. The bright colors and hand crafted design matches the food found on the streets.
I took inspiration from Vietnamese street vendors and the Vietnamese culture. The bright colors and hand crafted design matches the food found on the streets.
IDENTITY REDESIGN PROCESS
ILLUSTRATIONS
REALISTIC FOOD TRUCK MOCKUP + STYLE
FOOD TRUCK DESIGN + ILLUSTRATIONS + EXTERIOR MENU
MENU DESIGN + MOCK UP
PACKAGING DESIGN + MOCK UPS
APPAREL MERCHANDISE