Nam Nam

Project Overview

Nam Nam, a Vietnamese spring roll startup, needed a visual identity that reflected authentic cuisine and cultural roots while standing out on shelves and in digital channels.

Objectives

• Create a distinctive logo rooted in Vietnamese cultural cues.  
• Communicate authenticity and tradition without feeling dated.  
• Build a visual system that can scale across packaging and other brand touchpoints.

Logo Design

Concept

Research quickly surfaced the nón lá (leaf hat) as an iconic symbol of Vietnamese life. It became the core of the brand concept: a shorthand for place, culture, and everyday craft.

Form and palette

• A round badge built around a stylized nón lá echoes both the hat and the shape of a roll or plate.  
• Colors draw from food and landscape:  
  • Deep greens for herbs and freshness.  
  • Warm yellows for crisp wrappers and street food energy.  
  • Earthy browns referencing traditional materials.

Typography

A custom “Nam Nam” wordmark uses soft curves and rhythm inspired by Vietnamese calligraphic forms, giving the logo a voice that feels both personal and contemporary.

Visual Identity Extension

The system extends into:

• Packaging – Eco‑friendly containers with the badge mark and textile‑inspired patterns.  
• Print and digital layouts – Simple, bold compositions that keep focus on the food, using the badge as a consistent anchor.

Conclusion

The Nam Nam identity balances a clear link to Vietnamese heritage with a clean, modern presentation.

Centering the nón lá in a simple badge gives the brand an immediately recognizable symbol of origin and care, helping it connect with customers looking for real Vietnamese flavors in a crowded prepared‑foods market.