Bánh Mì Phương Nga
Brand Identity + Interior Fit Out Collaboration
Banh Mi Phuong Nga has a well established history of Vietnamese food with their first store based in Midland. They are known for it’s exceptional banh mi and beef pho having high rated Google reviews. The family owned business has decided to expand with a store in Warnbro location in Warnbro Shopping Centre. This case study showcases the Warnbro store location of Banh Mi Phuong Nga brand identity and interior fit out collaboration.
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Brand Identity
Mascot Design
Interior Fit Out Collaboration -
Banh Mi Phuong Nga, Warnbro Vietnamese Restaurant providing the following food:
Banh Mi Rolls
Pho
Vietnamese Coffee
Goi Cuon
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Food & Hospitality
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Restaurant
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Visual Brand Identity
Discovery & brand foundation
Full visual identity system
Visual language & colour palette
Mascot design & character system
Touchpoint applications
Interior design and fit out collaboration
Where the brief began and what it became
The family run Vietnamese restaurant came to us for visual brand identity with an idea of incorporating cultural and modern aspects of Vietnam. Although they have had an existing venue, they where looking to set up shop in the Warnbro Shopping Centre.
We started with an initial discovery call and a brand foundation uncovering who they are, who they're for, and what makes them worth choosing over the pho place next door.
From that foundation, we developed a full visual identity, brand messaging and visual language, a distinct look and feel rooted in Vietnamese culture without leaning on tired clichés. We looked closely at Vietnamese culture, architecture and imagery, letting that inform every decision.
Green was strong from the beginning to be part of the colour palette and to be used with intention, as a nod to luck and cultural meaning.
A mascot is not decoration. It's part
of a visual language.
From that visual foundation also grew a mascot, a character that gave the restaurant personality with Vietnamese inspiration, instant recognisability, and a story worth telling. This then created a visual language system for them to apply across different touch points, both physically and digitally.
We also collaborated with Genesis Design Studio, an interior designer and fit-out team to carry the brand into the physical space, so the moment someone walks through the door, it all feels like one cohesive world. We used the mascot character to create various typical Vietnamese food scenes.
The result is a restaurant that doesn't just serve great food, it has a genuine identity to stand behind. When looking at the mascot character we tried to go with something that didn’t have too much detail that small features would establish and showcase, such as the typical conical hat (Nón lá), and then having Vietnamese clothing.
Why mascots build real connection
The real benefit is recognition and connection. People spot it, remember it, and associate it with an experience rather than just a meal. In a busy shopping centre where you're competing for attention, a mascot is the thing that makes a brand feel meaningful, and different.
The brain connects with faces and characters more than abstract symbols. We're wired to build relationships with people, not logos. A mascot taps into that instinct through anthropomorphism: when a brand has a character, we unconsciously treat it like a person, trusting it and feeling familiar with it faster.
Characters are also stored and recalled more vividly than colour or typography alone. It's why people remember Ronald McDonald, the Dulux Dog, the Energiser Bunny, the Duolingo Owl, Colonel Sanders. And the feelings we associate with the mascot become the feelings we associate with the brand. Warm character, warm restaurant. It's the fastest way to build that connection before a single dish is tasted.
What we delivered
Full visual identity system
Brand messaging & visual language
Culturally informed colour palette
Mascot design & character system
Multi-touchpoint application (packaging, menus, signage, socials)
Interior design collaboration & fit-out alignment
Physical & digital brand rollout
Brand guidelines & handover
