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PCM BANH MI/PHO STAND Brand Proposal Options


FI V E Tay làm hàm nhai -Old Vietnamese Proverb meaning: “When the hand works, the mouth chews”


FIVE Known for its balance of five elements, many Vietnamese dishes include five fundamental taste senses: spicy, sour, bitter, salty and sweet. Vietnamese cooks try to have five colours: white, green, yellow, red and black in their dishes. Dishes in Vietnam appeal to gastronomes via five senses: food arrangement attracts eyes, sounds come from crisp ingredients, five spices are detected on the tongue, aromatic ingredients coming mainly from herbs stimulate the nose, and some meals, especially finger food, can be perceived by touching.

the beauty of this food is it is usually eaten on the go - in hand, by hand - five fingers holding the sandwich, or chopsticks, or bowl.


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CLAYPOT “Preserve good traditions, but persevere with innovation.” -Tasneem Hameed


CLAYPOT Catfish in a claypot is one amongst many traditional dishes and preaPARtion methods common to vietnamese cuisine. The look and feel of claypot would embrace the more rustic, lasting and traditional details of french-vietnamese food with a firm foothold in the present day. minimal palettes, natural materials, and a general simplicity will reflect the nature of the food while allowing the product itself to be the main attraction. a firworks display of ingredients upon a stark canvas. a nod to the past with an eye to the future.


BANG!BANG! “FOOD SHOULD BE FUN.” -Thomas Keller


BANG!BANG! bright lights, bright colors, loud sounds, busy streets and hungry people. the streets of saigon are electric. bang!bang! is fun, colorful, energetic, and as hard to resist as it is to ignore. fresh, delicious food for people on the move with an energy to match their busy pace. the bright flashy appearance compliments the bright, colorful food and its bold flavors.


VU LE VU


VU LE VU VAN VU, BORN IN PRE-COMMUNIST HANOI, COMES WITH OVER 17 YEARS OF EXPERIENCE CO-CREATING THREE VIETNAMESE RESTAURANTS IN BOTH THE BUFORD HIGHWAY CORRIDOR AS WELL AS IN-TOWN DECATUR.

CAM-ANH LE SERVED AS GENERAL COUNSEL

AND ADVISOR TO VARIOUS VIETNAMESE OWNED BUSINESSES AND RESTAURANTS AND THROUGH THE YEARS HAS WORKED WITH MRS. VU TO MANAGE VIET CHATEAU.

BAOKY VU LIVES BY THE MOTTO “LIVE TO EAT” AND HAS SERVED AS THE UNOFFICIAL “CHIEF MARKETING OFFICER” FOR PHO HOA AND VIET CHATEAU OVER THE DURATION OF THEIR LIFESPAN.


VU LE VU


initial plan & Perspectives


initial menu concept

BAHN MI FOUR TYPES OF BAHN MI SANDWICHES PORK, CHICKEN, VEGETARIAN, SPECIAL

PHO TWO TYPES OF PHO SOUP

BUN VERMICELLI NOODLES FRESH HERBS, VEGETABLES AND CHOICE OF PROTIEN

EGG ROLLS TWO TYPES OF EGG ROLLS SPRING ROLL / VEGETARIAN & PROTIEN

DRINKS BIA 33, TSINGTAO, TIGER TROPICAL SMOOTHIES / BOBA Taro, Lychee, Avocado, Jackfruit, Mango Café Sua Da


OPERATION TEAM

Van Vu, Baoky Vu & Cam-Ahn Le

CREATIVE TEAM

Magpie Design

Bunker Design Collaborative


PCM Bahn Mi