Our client, a business group with over 10 years of experience and 10+ successful restaurants in Bogotá needed a brand for their new hidden kitchen business model offering Southeast Asian-inspired bowls and sandwiches for delivery. Our challenge was to make them stand out in the highly competitive market of digital delivery, where user experience is reduced to digital points such as delivery apps, websites, and social media, as well as delivery packaging. They wanted to establish a brand that would position them strongly and appeal to online delivery users, communicating their value and essence.

My approach was to create a disruptive and powerful brand after two unsuccessful attempts by other designers. I focused the work based on the brand strategy, which was inspired by the concept of alchemy as the mastery that allows for endless combinations. I combined contemporary strong typefaces and a bold color palette, while product photography guidelines referenced the heat, sun, and raw ingredients of Vietnamese street food.

We emphasized the high-quality ingredients, highlighting their potential for endless mixing, and created a menu based on customization. The brand effectively communicated the Vietnamese inspiration of the product and was launched across all digital touchpoints and packaging.

For this project, I worked closely with the creative director, brand strategist, and copywriter from the beginning stages, which involved conducting workshops with the client team to define the brand name and strategy. As lead designer, I took on the responsibility of delivering the final brand proposal that was approved by the client.

My specific roles involved designing the visual identity, creating the product photography guidelines, and collaborating with an external photography team to achieve the desired result. I also provided art direction guidance to the UX/UI designer throughout the web design process. Additionally, I designed the brand applications and prepared all the assets for implementation by the client. By working collaboratively with talented professionals and leveraging my design expertise, we were able to effectively communicate the client's vision and deliver a successful brand proposal.