So Pho So Good

So Pho So Good is a Vietnamese street food vendor based in East London, exploring UK-wide franchising. They required a distinctive, expandable brand system. The directive: create visual impact before first bite. Built around Hanoi’s street culture - smell, colour, neon, the identity used a saturated palette and geometric forms. Applied across vehicle livery, menus, uniforms, packaging, and digital channels. The logo used hand-drawn, noodle-inspired lettering to reinforce core product recognition. All outputs were designed to drive visual recall and brand cohesion across physical and digital touchpoints.