Hoa

Mandate

Logo creation, visual identity, and branding

One year after opening, HoA had already climbed to 2nd place in sales in its food court. But its visual image wasn’t keeping up: a menu that wasn’t very intuitive forced the staff to convince each customer in person, and graphics with little personality struggled to appeal to a younger clientele looking for brands with style — especially against competitors like Thai Express and Poulet Rouge.

Objectives

Design a strong, current, and distinctive identity that would allow HoA to stand out from its competitors and attract a new clientele — without copying the visual codes already used elsewhere in the food court. The goal was to feel younger, more innovative, and more dynamic.

The new HoA logotype, round and highly legible, incorporates a stylized cherry blossom that anchors the brand in its cultural roots. A vibrant palette of orange-red, teal, yellow, and mint breaks away from the more subdued tones used by the competition. The slogan “Pho que tu goûtes à ça!” and an illustrated universe featuring a tattooed tiger, chopsticks, and noodles give the brand a playful and instantly recognizable personality.

An image with taste!

HOA - Comptoir vietnamien

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