Pho Ngon
VERDANT VIETNAMESE
FINDING DIRECTION
Tasked with advancing the success of an award-winning local Vietnamese restaurant in Vancouver, Pho Ngon bravely leaps toward fine dining while honouring its traditional roots. But how should a fine-dining restaurant straddle modernity and the rich culinary traditions that inspire its menu?
INSPIRATION
As an elevated dining experience, Pho Ngon risks two things: adopting the wrong sensibilities in its modernity and leaving behind what makes Vietnamese food feel warm and authentic. The only path forward was to deepen our understanding of the specific culinary traditions behind the dishes and further familiarize ourselves with the particular area of Vietnam that inspired the restaurant—in this case, the Mekong Delta.
ELECTRIC IDENTITY
Digging into the Mekong Delta is one thing, but first, we needed to consult with trusted Vietnamese designers. We had to ensure the story of Pho Ngon honoured its roots, which meant getting closer to the source. From there, we pulled colours from Mekong's natural landscape and dialled the intensity to eleven. Positioning this intense electric green as the star of the Pho Ngon brand acts as a thread connecting its traditional cuisine to Vancouver's modern and energetic nightlife.
Delicate Touch
The elegance of the line work underscores another quality of the Pho Ngon: its refinement, dedication to quality, and subtle confidence. Every design application reflects a restaurant that puts its mouth where its work is—crafting incredible Vietnamese dishes that our customers will love. As for us designers, we know the food will speak volumes more than any fancy logo on a napkin ever could, so we made sure to direct space and attention to where it belongs: on the plates and bowls.
