Bổ
Vietnamese Café

Rebranding Bổ —
A Contemporary Vietnamese
Street Food Café.

l. Context
A team of Vietnamese chefs prepares authentic street food right in front of the guests — fast, precise, and always using fresh ingredients. The signature dish is Phở: a traditional Vietnamese soup made with slow-cooked beef broth, rice noodles, fragrant spices, and fresh herbs. The menu is built around street food classics from Vietnam: Bún Chả, a grilled dish ranked among the world’s top ten street foods by National Geographic; Miến Xào, stir-fried glass noodles with vegetables and herbs; fresh spring rolls wrapped in rice paper with a variety of fillings; and the signature mango shake — a beverage that has become an informal icon of the brand. Next to the café, a small tropical fruit market offers seasonal produce like mango, papaya, dragon fruit, longan, passion fruit, jackfruit, and mangosteen — available peeled and sliced in ready-to-go cups or blended into fresh shakes.

ll. Assignment
The task was to carry out a precise and delicately executed rebranding of Bổ, preserving its visual recognizability and core brand values, while evolving its communication language toward a more contemporary expression of Asian visual culture. The identity system had to operate seamlessly across a wide range of applications — from packaging and signage to spatial graphics and digital environments — ensuring clarity, scalability, and cultural relevance.
The visual language aimed to merge the street-level authenticity of modern Vietnam with traditional aesthetics and architectural typography. A modular typographic structure and a flexible logotype were essential components, enabling adaptation across formats and use cases.

lll. Design Direction
The visual system is built around a bold and expressive logomark featuring Nghê — a mythical guardian creature from Vietnamese folklore, reinterpreted through a contemporary graphic lens. This symbol serves as the core of the identity and is supported by a flexible typographic hierarchy that integrates Latin and Vietnamese scripts within a rigorously composed grid. The system consists of two typographic tiers — headline and supporting — that ensure rhythm, legibility, and spatial order across applications. The color palette, logo architecture, and alignment rules are fixed, with only minor local adjustments (city names, domain) allowed when necessary. The result is an identity where each decision is a respectful and deliberate refinement — a series of precise interventions carried out with sensitivity to the brand’s cultural code. Bổ retains its recognizability, gains a renewed rhythm of visual language rooted in Vietnamese culture, and now functions confidently across international platforms.