An integrated brand identity
for a family of Vietnamese restaurants

VK_logo

Brand identities for the Vietnamese Kitchen family of restaurants, including Cây Tre in Soho and Shoreditch, and the Shoreditch based Viet Grill. Work includes origination of all logotypes and identity elements (illustrations and patterns) and design and production of all brand and promotional material eg. menu design development, signage, apron and packaging design, events and promotional material.

VK_bizcards2

The Vietnamese Kitchen identity comprises the ‘golden chopsticks’ VK logotype with the ‘five element’ set of patterns. The VK logo uses the classic Cooper Black font, a regular feature in Vietnamese Street Signage. It is brought to life in this playful ‘chopstick’ composition, and rendered in gold: alluding to the quality and integrity of the Vietnamese Kitchen experience. The ‘five element’ patterns are taken from the original Cay Tre Old St wallpaper, and form a link with the beginnings of the Vietnamese Kitchen. The graphic images connect with oriental ‘five elements,’ while also reflecting the vibrant, dynamic quality of Vietnamese cuisine and cooking.

booklet_12pp_1
booklet_12pp_2
VK_packaging

“In Soho, we became a very first branded Vietnamese Restaurant in term of food quality and design. Kevin has helped us from the colour theme, signage to menu, which is now a great success."

Hieu Bui
Owner/Manager

www_vietnamesekitchen
CT_pattern2

The Cây Tre identity combines a bespoke logotype
with a colourful illustrated floral motif.

montage_2
CT_pattern1

“Taking that success further, Kevin has come to change
Cay Tre Old St and Viet Grill, in a very modern but still authentic Asian design. Kevin has made our restaurants
and deli to be looked branded in an exotic way."

Hieu Bui
Owner/Manager

CTH_signage_v1
montage_1
APRON_Vietnamese_Drum_v1

Selected Projects

Vietnamese KitchenBrand Realisation

Julia Burness JewelleryBrand Transformation

BabajaanBrand Transformation

ApostropheWebsite Transformation

PetosevicBrand Transformation

Compare the MarketBrand Positioning

HabitatWebsite Transformation

SwissairUX Prototype

SpamshirtConcept Creation

Keu Banh MiBrand Realisation

Identity DesignBrand Generation

WORK FOR/WITH

Delete (London)
Albion (London)
Digit (London)
Mind Design (London)
R.O.S.A (Zurich)
V&A Museum

SELECTED CLIENTS

Apostrophe
Archer Humphryes Architects
European Design Centre

Le Pain Quotidien
Vietnamese Kitchen
Swissair

CREATIVE FOCUS

Branding
Identity Design
Web Design
UI/UX Design
3D Design
Packaging
Print & Editorial
Illustration
Animation



contact me
kevin[at]kevinhelas.com

BAFTA 2002
Winner interface design
D&AD 2002
Silver nomination,
interactive & digital media
BIMA 2002
Winner design & creativity
Winner Grand Prix
81st ANNUAL
ART DIRECTORS CLUB 2002
Distinctive merit
CLIO 2002
Gold, Internet advertising/brand building
Bronze, Internet advertising/
consumer-targeted site