Overview
Moc is a newly opened restaurant in Saigon (Ho Chi Minh City) that wants to bring delicious, diverse, and fresh Vietnamese culinary experiences to international and domestic diners at an inexpensive cost. Moc promotes the spirit of craftsmanship, diversity, and color of Vietnamese cuisine, which is also the idea for the restaurant’s identity system.

Design requirements:
– The design must demonstrate craftsmanship, rusticity, and friendliness and highlight the diversity and color of Vietnamese cuisine.
– The design must have 2 languages ​​to serve foreign and domestic audiences
– Shows Vietnamese features but does not follow the footsteps of the old Saigon style

Visual Concept: From wood, colorful cuisine
Wood has long been a raw material associated with human life through many different forms, from decorations to tools for living and working, characterized by its inherent roughness and the process of being crafted by human hands, especially with the traditions and regional characteristics of Vietnam in general, the connection between cuisine and the rusticity of wood is even stronger. Therefore, some characteristic properties of wood were chosen as the main ideas representing the brand.

Moc’s Colors, Layout, and Risograph imitation effect emphasize diversity inspired by the brilliance of Vietnamese dishes, more than 6 color sets and unified by text layout and more than 100 unique illustrations for each theme, the topic of the dish, or the purpose of the publication.