Background

Obobun is a Vietnamese restaurant in Grenoble, France. Unlike other bun bo restaurants, which are owned by Chinese or Indian owners, Obobun offers diners authentic Southern Vietnamese beef noodle soup.

Objective

The brand’s short-term objective was to build a methodical brand strategy, deploy communication nationwide to prepare for scaling up, build mid- and long-term marketing strategies, and to have a store design that matched its Brand Identity and core values.

Action and Result

We designed Obobun’s Brand Identity in a light, minimal style to express the friendly character of East Asia, fervently blended into the delicious, healthy and full-fledged bun bo. Apart from recalling the image of fresh ingredients by resembling the shape of a leaf, which is part of Obobun's Brand Identity, the brand visual elements were inspired by iconic Vietnamese air bricks, which are a familiar feature in many Vietnamese households.