A Mix of tradition and modernity

AnAn Saigon logo and identity X the lab Saigon

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Last updated on

May 17, 2023

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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.

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Credits

Creative Direction: Tuan Le | Graphic Design: Joelle Wall - Uyen Dong | Interior: Leandro - Kim-anne Pham | Project management: Khiem Vo - Nhung Ho | Photography: Phong Chac - Thuy Truc

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