Nam Nam

Project Overview

Nam Nam, a Vietnamese spring roll startup, approached me to create a visual identity that would reflect their commitment to authentic cuisine and celebrate their cultural heritage. The primary challenge was to design a logo and visual system that would resonate with customers seeking genuine Vietnamese flavors while standing out in the competitive food market.

Objectives

• Create a distinctive logo that incorporates Vietnamese cultural elements
• Develop a visual identity that communicates authenticity and tradition
• Design a cohesive brand system adaptable across various touchpoints

The Logo Design Process

Conceptualization

I began by researching Vietnamese culture, focusing on iconic symbols and traditional elements. The non la, or "leaf hat," emerged as a powerful symbol of Vietnamese heritage, perfectly aligning with Nam Nam's vision.

Logo Development

I crafted a round badge logo featuring a stylized representation of the non la. This circular design not only echoed the shape of spring rolls but also created a seal of authenticity for the brand. The simplicity of the badge ensured versatility across various applications.

Color Palette

I chose a color palette inspired by Vietnamese cuisine and culture:

• Deep green: Representing fresh herbs and vegetables
• Warm yellow: Evoking the color of crispy spring roll wrappers
• Rich brown: Reflecting the earthy tones of traditional non la hats

Typography

I developed a custom typeface for the "Nam Nam" wordmark, featuring subtle curves reminiscent of Vietnamese calligraphy. This bespoke font added a unique touch to the brand's visual identity.

Visual Identity Extension

I extended the visual identity to create a cohesive brand experience:

• Packaging: Eco-friendly containers featuring the logo and patterns inspired by traditional Vietnamese textiles

Conclusion

The creation of Nam Nam's visual identity successfully captured the essence of authentic Vietnamese cuisine while creating a modern and appealing brand. By centering the design around the iconic non la, I established a strong connection to Vietnamese heritage, helping Nam Nam stand out in the competitive food market and resonate with customers seeking genuine culinary experiences.