Project Overview
Fat Pho is a Vietnamese Pho restaurant in Shanghai with a strong reputation for consistent quality and a loyal following. To expand its presence in China, the brand engaged BrandWorks to create a new brand story and identity that would differentiate it from competitors and drive expansion plans.
The brand story centres around "Fat Pho," a character that embodies the restaurant's love for food and culture. With over 30 years of culinary experience across Vietnam, China, and Australia, Fat Pho is a tastemaker, traveller, and global citizen who invites guests on a culinary adventure.
BrandWorks developed a brand identity that communicates the brand's personality and values, including a new logo, colour palette, typography, and brand guidelines. The result is a modern brand that celebrates the rich heritage and diverse flavours of Vietnamese cuisine, appealing to a younger, trend-focused audience in China. With this new identity in place, Fat Pho is well-positioned to expand its reach across the region and continue its growth.
Project Commissioner
Project Creator
Team
Strategist & Creative Lead: Michael Tan, Miranty Annisareta
Designers: Virakarn Nutirong, Jaelaka Lalitrojwong
Project Manager: Lan Lan
Project Brief
Fat Pho Vietnamese, originally born in Australia, has quickly made a name for itself in Shanghai, China since its opening in December 2019. Despite the challenges of the Covid pandemic, the brand has continued to grow and expand, with eight stores across China in less than three years. The founders' fusion of Vietnamese, Chinese, and Australian culinary cultures, with over 30 years of experience and two generations, has resulted in a consistently high-quality bowl of pho. BrandWorks was brought on board to help Fat Pho consolidate its brand positioning, extend its identity, and propel its growth and expansion plans in major cities across China.
Project Innovation/Need
To differentiate itself from competitors in China, Fat Pho's brand story revolves around one person: Fat Pho, a tastemaker, traveller, and global citizen of Asia. He's inviting guests to join him on his adventure of flavours and finish with a hearty bowl of his favourite dish, Vietnamese Pho noodles. The brand identity combines traditional Vietnamese elements with a modern twist, creating a bold and interactive design that appeals to its target audience of Gen Z consumers.
BrandWorks incorporated elements of authenticity, sustainability, and inclusivity into the brand's messaging to make it relatable and memorable. A selection of colours was introduced to balance and widen the appeal to both genders, while the hero pattern was developed to echo the existing interior elements and future store designs. A series of mascots were created to communicate the brand's story and personality serving as strong brand magnets that introduce Fat Pho to a wider audience.
The overall tone and visual identity have been finely tuned to appeal to a younger, discerning generation, both offline and online. Whether you're a fan of Vietnamese pho or simply curious about the journey of one man's passion for food and culture, Fat Pho is a brand that is sure to capture your attention and your taste buds. The mascots help connect the brand to its new customers in a friendly and authentic way. With its refreshed brand identity and unique brand story, Fat Pho is poised for continued growth and success in China's competitive hospitality industry.
Design Challenge
BrandWorks China was brought on board to support the brand-building process, with the task of retaining the existing brand mark and two primary brand colours. The challenge was to introduce new elements that would align with the company's current and future venues while maintaining a strong brand message and image in the market. A key objective was to provide guidance on the store interiors, way-finding, and signage, ensuring they were well thought out and comprehensive.
To address this, the team worked closely with the client to understand their vision, values, and goals for the brand. Through a collaborative process, they were able to develop a clear understanding of the brand's identity and how it should be expressed visually and spatially. They conducted extensive research and analysis, studying the target audience and market trends to develop a brand strategy that would set the foundation for the visual and spatial aspects of the project.
The team then proceeded to develop a comprehensive brand identity system, including guidelines for the use of typography, imagery, and colour. They also provided guidance for the store interiors, way-finding, and signage, ensuring that the overall design was consistent with the brand's messaging and image. By working closely with the client and employing a holistic approach, BrandWorks China was able to successfully support the brand-building process, creating a strong, cohesive brand that resonates with customers.
Effectiveness
Since the reopening of China's borders and the lifting of lockdown measures in January '23, Fat Pho has experienced tremendous growth and demand for its high-end dining and bar offerings. The brand's unique menu and culinary style have been widely appreciated by locals, and it is well-positioned for future expansion while maintaining its distinct identity and in-store experience.
As the company prepares to launch new stores in the coming 12-18 months, its refreshed brand identity will play a crucial role in establishing its position as a major player in the hospitality industry, catering to the increasing demand for global cuisines and world-class food experiences among China's expanding middle class. The brand's new identity will reflect its commitment to quality and excellence in food and hospitality, while also remaining consistent with its existing brand mark and primary brand colours.
BrandWorks China has been instrumental in developing the brand strategy and guiding the design of the refreshed identity. The team's focus has been on ensuring that any new elements introduced are cohesive with existing and future venues, without compromising the brand's image or messaging in the market. In addition, BrandWorks China has provided guidance for the store interiors, wayfinding, and signage, ensuring a holistic and well-considered approach to the brand's overall customer experience.
Graphic Design - Identity and Branding - Retail
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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