PHO24 Restaurant Rebranding 2024

Established in 2003, Phở 24 has played a pivotal role in bringing traditional Vietnamese pho to a wider audience. Over the past two decades, this noodle chain has excelled in popularizing pho on a significant scale, serving millions of bowls each year. Navigating through various market challenges, Phở 24 has emerged as a key player within the Viet Thai International JSC portfolio, alongside renowned brands such as Aldo and Highlands Coffee. April 2024 marked a significant transformation for Phở 24, starting with a refreshed logo revealed across social media channels. This redesign coincides with the reopening of their branch in D10, Saigon, which showcases the first application of the upgraded PHỞ24 identity.
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This third iteration of the logo simplifies its previous design to a single color, maintaining familiar elements of the old wordmark while presenting a cleaner, more minimalistic approach. The renovated store also features a modernized appearance with striking, enlarged signage that is unmistakable even from a distance.

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As Phở 24 continues to evolve, we look forward to observing how these changes enhance the overall brand experience for pho enthusiasts.