Identity + Branding • packaging
Street food is a central part of daily life in Ho Chi Minh City (formerly known as Saigon), Vietnam’s action-packed city in the South. From delicious baguette sandwiches (bánh mì) and savory crepes (bánh xèo) to Vietnamese coffee, the streets of Ho Chi Minh City are a food lover’s dreams. Lucky for me, I don’t have to cross the pond to get some of this amazing culinary action—I just go to my grandma’s kitchen.
Xe môtô is a Vietnamese fast food restaurant concept inspired by the bustling streets of Saigon my grandma knew and loved. The project celebrates Vietnamese street food, as well as motorbikes and scooters—the primary mode of transportation in Vietnam. With hand drawn Honda motorbike imagery (to this day Grandma still loves talking about the old Honda motorbike she used to zip around in) and use of vibrant colors, the project aims to convey the city’s energy and Saigoneer spirit. Packaging includes sandwich wrap, coffee cup, four napkin designs, paper bag, and placemat.