ANAN is a modern Vietnamese restaurant specializing in street food-inspired dishes by award winning chef Peter Cuong Franklin. The restaurant is located in the heart of one of the oldest markets in Saigon. ANAN reflects a vision of the new Saigon by connecting the old with the new. A casual and conceptual identity was carved out, by reflecting the unique cuisine, chef and location.
The identity captures a more layered and contemporary visual story of the Old Market and Vietnam. By overlapping old maps of the market & the surrounding area, it became apparent that the market was shirking. A visual motif was developed from these disappearing shapes. Paying homage to the market was important, but the identity also needed to reach a modern audience. To represent this narrative playful uses of color and materials like polished brass were used to create something unique. It’s as much about the last 100 years as it is about the next.
Agency The Lab Saigon
Creative Direction Tuan Le
Lead Design Joelle Wall
Design Uyên Đồng