Pho Kitchen
Pho Kitchen is a growing Vietnamese restaurant brand based in San Diego, CA. I partnered with the owner to build the brand from the ground up ahead of the grand opening of its first location, developing a visual identity that could grow with the business.
As new locations opened, I continued to evolve and extend the brand across menus, signage, marketing materials, digital content, and in-store experiences. I maintained a consistent look and feel while adapting the brand to each new location.
Logo Inspiration
Above: Images provided by the client and interior designer as inspiration.
Above: Images provided by the client and interior designer as inspiration.
Logo Design
Above: Sketches and early iterations of the logo. Ultimately, it was important to the owner that the logo mark incorporate a bowl of soup, chopsticks, and noodles.
Storefront Signage Design
Above: Final signage I helped create for the Mission Valley location. Neon backlighting was used to make the signs highly visible and recognizable at night.
To-Go Bags & Uniforms
Above: For the to-go bags, we wanted a more upscale alternative to traditional plastic grocery bags, so we chose white paper bags with handles that complemented the brand’s clean, modern look.
For restaurant staff, we created a simple T-shirt design featuring the logo on both the front and back, creating a cohesive and recognizable look for the team.
Photography & Menu Layout
Above: I oversaw the selection and direction of photography for both the DoorDash site and printed menus. It was important to maintain a clean, cohesive design aesthetic and a consistently high standard of image quality across every customer touchpoint.
