Pho Langs
This was a very cool project to work on. I was approach to rework Lang's existing logo for his new pho restaurant. When he sent me the file, it was stereotypical - steaming bowl of noodles with chopsticks with a compliment of Asian typeface. We have all seen it before.
After I sat down with Lang and asked him about his long-term goals for Pho Langs, it was clear to me that his current logo was not going to work. He had desires to franchise and to be different than the pho restaurants in his region. I was stoked to help him achieve this goal.
Researching Vietnamese culture, the region and it's folk lore revealed a fabled bird called the Chim Lac. This bird was said to have blessed the crops of Vietnam in the spring. It was also said that this bird was the guardian angel of Vietnamese people. I wanted to capture this story through his restaurant and his brand.
I continue to work with this client and I am so happy to see them succeed - within their amazing food and their drive to be different.