district one branding concept
[skills used: sewing, laser etching, solidworks, 3d printing, lathing, molding]
district one is a vietnamese-american restaurant in las vegas. they endeavor to attract people of all kinds to enjoy the best of both cultures, and make all feel welcome. this project aimed to bring subtle elements of vietnamese and american culture into a cohesive brand identity that would reflect the level of care and sincerity offered at the restaurant.
logo + graphics
the logo is from an abstraction of the location of the restaurants namesake on a map of vietnam. the logo is further abstracted into patterns to decorate napkins, menus, and uniforms.
the pho bowl takes its shape from a wine glass, to offered the same experience of preserving the aroma throughout the meal. the district one logo is embossed at the bottom, which will reveal itself to the guest when a small amount of broth remains.
the asian style spoon blends into a flexible silicone rim to accommodate western eating habits, allowing all guests to feel welcome.
the chopsticks have subtle references to the conical hats worn by vietnamese farmers, and the rice paddies where the stable food is grown. this allows the guests to have a physical and emotional connection to the source of their meal.
the staff uniforms combine traditional vietnamese ai dai with iconic american blue denim.