Ănăn Saigon logo and identity X The Lab Saigon

Founded in 2017, Ănăn Saigon is a pioneering restaurant in Ho Chi Minh City that redefines Vietnamese street food through a modern culinary lens. Chef Peter Cuong Franklin, the creative force behind Ănăn, sought to merge the traditional essence of Vietnamese cuisine with innovative techniques, making the restaurant a standout in the local dining scene. To establish a visual identity that captured this unique blend of old and new, Ănăn collaborated with The Lab Saigon. This collaboration led to the creation of the restaurant's first logo and brand identity, designed to encapsulate the vibrancy and modernity of Saigon while honoring its rich culinary heritage​

‍

‍

‍

‍

OLD MARKET - NEW KITCHEN

We (The Lab Saigon) stumbled upon old maps of the market and its neighborhood, dating back to 1911. When we overlapped it with Google Map today, we found that the market was shrinking and shrinking. We knew that being a modern Vietnamese restaurant in the oldest market in Saigon means a responsibility to tell its story.

We paid homage to the market, but we wanted to reach a modern audience, so the playful use of color and typography became the counterweight to the historical influences.

‍ănăn Case study

‍

‍

‍

‍