The city of Ho Chi Minh has a treasure trove of classic advertising artwork mixed with handpainted signage. Charco Studio’s identity design for the brand Saigon Noodle Bar pulls influence directly from that basis and the outcome is fantastic. Spearheaded by a beautiful custom script typeface, the brand’s foundation is energetic and fresh while paying appropriate homage to that craft that comes from the handpainted signage.
The use of pure red and green usually creates an Italian feel to a design, but the studio balances this feeling with artifacts that keep it rooted in Vietnamese vibes. Whether it’s the lofi illustrations or the retro-styled photography, the brand seems to bridge the old with the new with precision.
Designed by Charco Studios
Creative Director: Martina Galarza
Lettering: Rob Alba – Martina Galarza
Illustration: Martina Galarza
Pattern design: Rob Alba
Photography: Magalí Polverino
Community management: Agustina Fumiere