Lấu is an abbreviation for Phá Lấu, a dish of the Chaozhou people who have lived in Saigon for many years. Phá Lấu was introduced to Vietnam a long time ago. You can find many stalls or street vendors selling Phá Lấu in the Chợ Lớn area of Ho Chi Minh City (Saigon), with some vendors having been selling this dish for generations.

Logo: Logo Lấu aims to create the simplest and most concise design using the brand name (logotype). Chopsticks, a distinctive and impressive symbol in Asian cuisine, are used in our design. We utilized the mark of the letter ‘Ấ’ to form the image of chopsticks picking up a piece of Phá Lấu to eat.

Brand Colorus: The colours are inspired by the hues of Phá Lấu. The reddish-orange color makes the dish look more appetizing and stimulates appetite.
Complementary colors such as teal, yellow, and pastel tones enhance the brand’s identity, making it more versatile.

Typography: We use DT Phudu as the main font for titles in our designs, featuring bold accents that reflect Vietnamese culture. The two complementary fonts are Literata and Archivo.

Illustration: With a brand targeting a younger audience, we chose to develop the visual identity using illustrations. Familiar imagery such as street vendors, servers, cooks, bánh mì, and plastic chairs commonly found in Chợ Lớn is featured.
To make the illustrations fun and engaging, the character designs are more anthropomorphized with freer lines, creating a lively atmosphere that keeps the brand approachable yet distinctive.