Logo Design – Branding – Web Design
About Thai Bao: Thai Bao is a mom-and-pop shop that serves authentic freshly made Vietnamese cuisine located on Regis University campus on Northern Federal Blvd. They first opened their business in 2003 and they have been serving the local community with delicious Viet cuisine ever since. Their USP is they offer the most authentic freshly made Vietnamese cuisine in Colorado.
Target Audience: Thai Bao’s main audience is Regis students, mostly white or Hispanic, mostly from Colorado and California, aged 18-35, 2/3 of them are female, pursuing a medical career. Being students, they are usually low income or using allowance from their parents. The other group of their target audience is the local community around the Northwest Denver Metro area, which mostly white and Hispanic customers as well. Their third main audience is Vietnamese living around the area who doesn’t want to travel down South to get good Viet food. Thai Bao also has a lot of take-out orders which are most of their daily business.
Logo & Tagline:
Thai Bao’s new logo contains illustrations of the two owners in their traditional Vietnamese outfits to represent where they are from. Their happy expression invites customers to come to visit their restaurant and experience authentic Viet cuisine. The logo emphasizes the mom-and-pop small business concept and lets the customers know who they are and who runs everything at the shop. Their portrait has a friendly approach to again emphasizing the family-oriented characteristic of the place. When customers come here, they can feel treated like a family members.
Their new tagline “Freshly Delicious” emphasizes the freshness of the food customers can get here. The restaurant sources its food daily to maintain the high quality and freshness of the food. The tagline is simple yet tells customers that they will get freshly made delicious food if they come here.
Typeface & Color :
The typeface chosen for their logo and website first needs to be able to support the Vietnamese alphabet because language is something that differentiates them apart from other Asian cultures and cuisine. We also want the customers to get more familiar with the Vietnamese language. Secondly, we chose a display typeface to represent the business because we want their brand to appear more friendly, fun, casual, unique, and eye-catching to the younger target audience (Carter, 2018).
The colors used for this logo are orange, yellow, and brown. They are warm and earthy colors to represent their personalities which are friendliness, welcoming, and down-to-earth. These colors also represent the warm weather of Vietnam. Orange and yellow are also some of the most popular colors used to represent food and they “are colors that make people feel hungry” (Lisa, 2016).
Social Media:
Thai Bao does not have any existing social media presence besides a Facebook page they used during the pandemic which has not been active since. Since their target audience is Regis college students from 18 to 35 years old, Instagram and Facebook are good platforms that would attract their attention.
Creating a new Instagram page and continuing posting on Facebook will help remind current customers about their business and possibly reach out to new prospective customers. We put all the business contact information on the bio. We use the “Order Online Now” call of action on the Instagram account and link directly to the website. To encourage interactions, we will post Instagram Story a few times a day to remind customers about the business.
Website:
Since they have a lot of take-out customers and they don’t have a website yet, designing a website for them is essential. Right now, customers can only order by phone, which is not the most convenient way for either the customers or the restaurant, that is why we decided to design a new website so they can offer online ordering. Having a website is also essential for their business to reach new customers through the Google search engine. Customers can check out their menu online and get all the information they may need before making the trip there. In the future, if there is a need to expand Thai Bao, we will also design an app to make it easier to customers to order on their phones. Not only students but everyone tends to like using their phones more often so we will focus on developing the app to be very user-friendly. Thai Bao already has a lot of take-out order demand after all and building an app is the next right step.
We use the same colors as their logo for their website to maintain the brand identity. We decide to use the banana tree silhouette throughout the website to give the customers an image associated with the brand and because the banana tree is a native and popular plant in Vietnam and associated with Vietnamese cuisine. The Vietnamese use bananas and banana tree products for many different things. The fruit, the blossom, and the stalks are used to make delicious dishes and the leaf is used to wrap various types of food, cakes, dumplings, and for decoration purposes (COV Team, 2021).
References:
Carter, R. (2018, February 9). Font Psychology And Typography Inspiration In Logo Design. Fabrik Brands. https://fabrikbrands.com/font-psychology-and-typography-inspiration-in-logo-design/
COV Team, C. O. V. (2021). Banana in Vietnamese cuisine – Cuisine of Vietnam. https://cuisineofvietnam.com/banana-in-vietnamese-cuisine/
Lisa, L. (2016). Color Psychology in Food Marketing. AWG Sales Services. https://awgsalesservices.com/2016/04/21/color-psychology-in-food-marketing/
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