Designing this identity system for Little Saigon was super fun and finally being able to implement my theory that Idaho’s eastern border looks like a face was incredibly satisfying. The restaurant is located in downtown Nampa, ID amid newer, hipper restaurants, so it was important to make the identity feel youthful and quirky. The sit down and take out menus shows how the menu can be adapted for different uses. The round motif can also be used as a secondary motif to tie the system together.
Process
The logo went through several iterations before I landed on something that incorporated both Little Saigon's signature dish and it's location. I wanted it to feel authentic and maintain elements of Vietnamese design. I went with a simplified repeating pattern that can be incorporated into the primary logo and adapted for other uses.
