A cultural food remix
Ngoặm latest logo and identity designed X Cohe
Ngoặm, which began in 2020 as an online gourmet burger business, has gained a large fan base because of its original and excellent taste. Since opening their first restaurant in the heart of Hanoi, Ngoặm has specialized in Western fast food while giving it a Vietnamese touch by using traditional Vietnamese ingredients and cooking methods. Studio Cohe designed the visual identity for Ngoặm and reconstructed the brand's story into a cohesive narrative that highlights the pledge to diversity.
Ngoặm itself is a culture remix, where cuisine from all corners meet, greet and fuse. At Ngoặm, food is experimental—each dish is a concept and has a range of quirks to flaunt. We designed the visual identity for Ngoặm’s bistro and reconstruct the brand story to a cohesive narrative that highlights cultural diversity. Using ransom letters as motif, we want Ngoặm’s new look to really make an impression of the place for experimental cuisine: where diversity becomes unity, where cultural ambience breathes life into each taste.
Ngoặm case study
Every burger is a celebration for Ngoặm. They demonstrate that, by employing the vibrant tones of the cờ hội (five-color flag), a cultural staple of traditional Vietnamese festivals, into Ngoặm's color palette and even serving food with a little version of the flag itself.
Ngoặm's mission is to minimize food waste by instructing how to cook using leftovers and unusual ingredients. This ambition is also represented in some of the brand's graphic assets, such as the patterns made from negative space cut-outs of the letter A, which are inspired by the brand's recycling of food leftovers into new foods. Also, there are no constraints or rules for how the assets may be mixed.
Credits
Design Team: Colin Tran, Hiep Hoang, Hoang Duong | Project Manager: Chii Nguyen | Model: Ly Nguyễn | Stylist: Hoang Duong | Showcase photography: Bảo Khánh
Space Design: VG Design JSC | Lead Architect: Younes Ainar | Concept Architect: Vũ Diệu Hằng
