Susu Bánh bao Thượng Hải branding

SUSU, a cool spot in Hanoi that serves delicious Shengjan bao, a type of steamed bun filled with meat and soup that originated in Shanghai. SUSU is all about bringing the authentic taste and culture of Shanghai to Vietnam, with a modern twist.

Our challenge was to create a brand identity that reflects the personality and values of SUSU: fun, friendly, fresh and flavorful. We wanted to capture the essence of the bao, which is not only a food but also a symbol of happiness and comfort. We also wanted to convey the playful and vibrant atmosphere of the restaurant, where customers can enjoy their bao in a cozy and colorful setting.

We came up with a logo that combines the shape of the bao with the wordmark, creating a simple but memorable icon that represents both the name and the product of SUSU. We chose a bright and cheerful color palette that evokes the freshness and variety of the ingredients, as well as the energy and mood of the restaurant. We also designed a pattern that uses geometric shapes and lines to create an abstract representation of the bao's texture and filling. The pattern adds a dynamic and modern touch to the identity, while also creating a visual link with the logo.

We applied the identity to various touchpoints, such as menus, packaging, signage, uniforms, website and social media. We made sure that every element was consistent and coherent with the brand's vision and voice.