Case Study: Nam Song elevates Vietnamese street food branding with Such & Such Design

Nam Song expands into e-commerce with Such & Such, adding coffee subscriptions and product sales

Such & Such Design was approached by Nam Song, a Vietnamese street food restaurant chain, to refresh its visual identity. The challenge was to create a brand that captured the eclectic charm of Vietnamese culture and moved away from a corporate feel, instead evoking the vibrant experience of dining on a bustling street.

The solution implemented by Such & Such was a unique visual identity blending 50’s Americana, propaganda art, and traditional Asian elements. They later expanded the website into a WordPress e-commerce platform, introducing online sales of coffee, clothing, and prints, plus a subscription service. This significantly broadened the business's reach, created a new revenue stream, and enhanced customer engagement for Nam Song.

Nam Song