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PHO24 Restaurant Rebranding 2024
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Established in 2003, Phở 24 has played a pivotal role in bringing traditional Vietnamese pho to a wider audience. Over the past two decades, this noodle chain has excelled in popularizing pho on a significant scale, serving millions of bowls each year. Navigating through various market challenges, Phở 24 has emerged as a key player within the Viet Thai International JSC portfolio, alongside renowned brands such as Aldo and Highlands Coffee. April 2024 marked a significant transformation for Phở 24, starting with a refreshed logo revealed across social media channels. This redesign coincides with the reopening of their branch in D10, Saigon, which showcases the first application of the upgraded PHỞ24 identity.
This third iteration of the logo simplifies its previous design to a single color, maintaining familiar elements of the old wordmark while presenting a cleaner, more minimalistic approach. The renovated store also features a modernized appearance with striking, enlarged signage that is unmistakable even from a distance.
As Phở 24 continues to evolve, we look forward to observing how these changes enhance the overall brand experience for pho enthusiasts.
