MI! is a Vietnamese street food restaurant, entirely dedicated to bánh mì — a culinary emblem that exists at the crossroads of tradition and modernity. More than just a sandwich, here the bánh mì becomes a territory, a culture, almost a sacred ritual. MI! reclaims this icon with a bold, graphic-first identity designed to cut through the urban noise.

The art direction is built on striking contrasts. The deep black of kraft paper enhances the chromatic richness of the visuals. Massive typefaces impose themselves across compositions, creating a visual rhythm that’s unapologetic, immediate, almost brutal. Raw textures and flashy colors amplify the impact.

Photography plays a central role. Each shot captures fleeting gestures: a sauce-licked finger, an overloaded bite, a surprised look. These moments bring the visuals to life, building emotional connection. Nothing is posed. Everything feels spontaneous and greedy — just like street food should. You can almost hear the crunch, taste the sauce, and feel the heat.

Every product line within the brand speaks its own visual dialect — through texture, palette, and copy — while remaining tightly connected within a modular identity system. Keywords like “Spicy, Cheeky, Crispy” repeat across the branding like a graphic mantra, adding rhythm and memorability.

MI! delivers a bold, emotional, and sensory take on street food. A universe that speaks not only of taste, but of pleasure, impulse, and desire. A brand identity that embraces street food in all its vibrancy — alive, embodied, and unapologetically visceral.