CLIENT PROFILE

Rice Paper is a Vietnamese Takeout aimed at the younger generation and families. This small company prides themselves on being a Vietnamese family run business, cooking traditional Vietnamese meals from scratch to be delivered or collected fresh. Rice Paper wants to stand out from local competitors and attract younger audiences to try a new cuisine.

Line drawing of a person writing or drawing on a notepad with a pencil.

THE BRIEF

Design a logo that represents Rice Paper

Create a fun brand identity

Design packaging

Simple black silhouette of a cat sitting upright.

MY GOALS

Design a fun brand identity to attract Rice Paper’s TA

To achieve the design brief, I kept to a clean and minimalist style but also added the smiling mouth with the tongue out to bring a fun element to the brand. In relation to the nature of the business, this fun element connotes yummy food; which is intriguing and exciting to new and existing customers.

I kept to a simple colour palette of red, as it’s the main colour of the Vietnam flag, and white as red and white together represents fast food.

Hand holding a white paper bag with a red illustration of a bowl of noodles with chopsticks, and the text "RICE PAPER Vietnamese Takeout."
Two white paper bags with a red logo of a bowl of noodles, chopsticks, and a happy face, labeled "Rice Paper Vietnamese Takeout," against a light gray background.
Part of a red arrow with the text 'Pho' near the top left corner.
A bowl of Vietnamese pho with beef, herbs, and noodles on top, and a variety of fresh herbs and vegetables around.
A red graph with a downward curve and an arrow pointing up, labeled 'Cao lau'.

Popular Vietnamese dishes, such as Pho and Cao lau, include noodles, broth, rice and raw vegetables.

Therefore it was important for the logo and branding to represent this. To keep the logo simple, I focused on including a bowl and noodles. I also decided to incorporate chop sticks as these are a long tradition in Vietnamese culture.

Branding

To create a fun brand identity, I used parts of the logo on the packaging. By placing the smiling mouth with a tongue below ‘ENJOY!’ emphasises a positive experience for the customer.

Two red food containers with white labels reading "Rice Paper" and images of Asian dishes, set against a plain gray background.

Keeping the branding fun, simple and suited to the wide age range of the audience, I also designed box sleeves for specific dishes. I placed an image of the individual dish below the name of the dish to excite the customer about the food they’re about to eat.

As the purpose of this packaging is to communicate the dish, a caution and ‘ENJOY!’ I kept the design clean and simple so that these mains aspects are communicated to the audience quickly and clearly.

Empty takeout container labeled rice paper with a pair of wooden chopsticks inside, on a white background.