FORMULA | FnB Brand Identity

FORMULA is a Vietnamese street hotpot brand created for students and young people who seek meals that are quick, accessible, affordable, and full of familiar flavors. In a highly competitive F&B market, especially within the budget segment, FORMULA defines its direction clearly: delivering a satisfying hotpot experience that fits seamlessly into the daily lives of students — whether after class, during casual hangouts, or spontaneous gatherings with friends.

The brand was built upon a simple yet emotionally powerful insight: “a recipe as delicious as mom’s cooking.” This idea represents more than taste; it reflects warmth, comfort, and trust. It is the kind of flavor that feels close to home — simple, recognizable, and consistently enjoyable. That emotional connection becomes the foundation of the entire brand strategy. “Formula” symbolizes not only a cooking recipe but also an operational formula — a smart balance between product quality, customer experience, and cost optimization to ensure efficiency and long-term scalability.

The mascot plays a central role in the brand identity. Instead of portraying a distant professional chef, the character was designed as a reflection of the customers themselves: youthful, friendly, and full of everyday energy. It embodies the spirit of “eat well – eat happily – eat together.” Through this relatable character, FORMULA strengthens recognition while creating an emotional bridge with its audience.

The visual identity system is built around three core principles: easy to recognize, easy to implement, and easy to scale. A bold color palette combined with the mascot ensures strong visibility from a distance. The flexible design structure supports fast-service and takeaway models, making it practical for street locations. At the same time, the standardized branding system allows for seamless replication, making it ideal for SMEs and startups aiming to expand within the F&B industry. FORMULA demonstrates how a brand rooted in a simple insight can operate efficiently and grow sustainably over time.