The Design Recipe

RothVan cooked up a visual identity that not only complemented the rich flavors of Bánh & Mì’s menu but also evoked the energy of Saigon’s street food scene — bright, fast-paced, and full of soul.

• Logo & Brandmark: A custom typographic logo blending playful curves with clean structure, subtly nodding to traditional Vietnamese signage.

• Color Palette: A warm, vibrant mix of chili red, mustard yellow, and leaf green — echoing ingredients found in every bánh mì.

• Typography: Funky yet readable fonts that balance youthful energy with professional clarity — used consistently across menu boards, packaging, and digital content.

• Brand Voice: Casual, cheeky, and inviting. Messaging was crafted to feel like a friend recommending their favorite snack spot.

The Visual Feast

From the front counter to the delivery bag, every Bánh & Mì touchpoint now delivers a unified, mouth-watering brand experience. RothVan's design extended across:

• Signage & storefront design

• Menu layouts

• Product packaging

• Social media kits

• Uniforms and in-store merchandising

The Impact

Since launching the new brand identity, Bánh & Mì has:

• Doubled their daily foot traffic within the first two months

• Improved customer retention, thanks to better recall and stronger visual appeal

• Built a community presence, with customers frequently sharing branded packaging on social media

Logo Story

The Bánh & Mì logo is a bold yet minimalistic interpretation of Vietnamese street food culture—rooted in tradition but designed for the modern eye. The visual centerpiece, a stylized bread loaf, instantly communicates the brand’s core offering: the iconic bánh mì sandwich. Its silhouette is simple, recognizable, and evokes the freshness of a just-baked baguette.

The typography blends a clean, geometric sans-serif with subtle custom modifications, like the accent on the "ì", which pays homage to the Vietnamese language and culture. The ampersand "&" is tightly nestled between the words, symbolizing harmony and fusion—representing not just the combination of ingredients in the sandwich, but also the blend of heritage and modernity.

Branding Description

Bánh & Mì is a brand designed to celebrate Vietnamese street food elegance, turning a humble sandwich into a contemporary icon. The identity system uses a vibrant mustard yellow as its primary color—warm, inviting, and highly energetic—balanced by the contrast of deep black for sophistication and visibility.

The visual language is consistent across touchpoints:

• Storefront signage with bold yellow branding and vertical logo orientation for high street visibility

• Packaging design that uses repetition of the bread icon as a playful pattern

• Photography and styling that emphasizes minimalism, cleanliness, and bold compositions, making the product feel premium yet approachable

Typography is kept clear and modern, ensuring readability while reinforcing the contemporary positioning. The entire brand system is adaptable, memorable, and crafted with scalability in mind.

Positioning Statement

Bánh & Mì isn’t just a place to grab a sandwich—it’s a visual and culinary experience that respects tradition while embracing design-forward branding. By pairing striking visual identity with rich cultural references, the brand appeals to both locals and international audiences seeking authenticity with a modern twist.