2F Beer Garden gets new logo and identity

2F Beer Garden is a restaurant established in 2013, for Saigonese to hang out and enjoy true Vietnamese traditional draft beer and food. In 2016 with help from M — N Associates, 2F announced a new logo and visual identity, aimed to help the restaurant to be recognized sustainably while expanding on new locations in Saigon.

‍

‍

‍

‍

‍

2F | Beer Garden is a familiar well-known restaurant for Saigonese and local expats to hangout and have true Vietnamese traditional draught beer. The beer and food in here is truly delightful. The restaurant is built with quán concept, hidden in a little big alley in District 1, in the front yard of a vintage mansion, with vintage, cosy and friendly atmostphere. It’s like you could taste Saigon right at your first sip. After 2 years, they're expanding to new location in downtown, and need a stronger system to be recognized and sustainable.

Concept

Our concept is based on the origin of the brand, where it has its name, 2F. The name original gave after the address of the place, 2F Nguyễn Thành Ý. And the mansion is truly unique, if visited, you could experience a perfect combination of sustainable architecture with strong and timeless materials to build the house. Random tile pattern was applied repeatedly from the floors, yard to walls. Based on those inspiration, we created an unique stencil logotype for 2F. The identity is recognizable, yet strong and condensed.

Uniform

Since the identity is strong and minimal, we're giving art direction for a proper system of uniform, from waitress, chef to manager. Developing 2F to classy restaurant standard but not losing its cool and friendliness by the casual style of uniform system

‍
‍M-N Associates 2F case study

‍

‍

‍