Brand for Restaurant - AnBien Eatery

An Bien Eatery is a restaurant chain in Hanoi, specializing in Hai Phong cuisine. We offer traditional flavors combined with creative twists, from ingredients to preparation methods. An Bien aims to recreate the vibrant and friendly atmosphere of Hai Phong's street-side eateries, narrated through the voice of a witty, playful yet skilled chef. Our website provides menu, location, and contact information, while also sharing evocative stories of Hai Phong's street food culture.

The creation of the An Bien Eatery brand focused on fully conveying the spirit and distinctive flavors of Hai Phong cuisine, evoking fond childhood memories and familiar street-side eateries.
The creative process centered on developing a brand personality that is both approachable and authentic, playfully witty yet skillfully crafted, while also embracing a contemporary flair.

Logo and Identity: The logo features an illustration of a relatable and simple chef character, exuding cheerfulness and a sense of freshness and dynamism, mirroring the vibrant atmosphere of the port city. The name "An Bien" is an old name for the city, connecting the brand to Hai Phong's cultural landmarks.

Brand Voice: Characterized by openness, friendliness, and a touch of wit, reminiscent of the "uncle" proprietors commonly found in the city's streets. The aim is to create a dining space where customers feel at home, enjoying delicious food while listening to cheerful stories. Slogans like "HAPPINESS IN A BOWL" and the positioning of "HAIPHONG INNOVATIVE CUISINE" clearly demonstrate An Bien's fusion of tradition and culinary innovation.

Menu: An Bien's menu is based on signature Hai Phong "favorites," emphasizing ingredient quality and authentic flavors, whether through time-honored recipes or creative twists. The menu presentation is streamlined, facilitating quick selections while still showcasing the variety and allure of the dishes."