The Challenge
HOẢ is a contemporary Chinese restaurant shaped by the cultural energy of Chợ Lớn — a place where food, people, commerce and traditions have always existed side by side in a dense, vivid rhythm. From the beginning, the challenge was not simply to create another recognisable “Chinese restaurant” identity, but to build a brand world that could feel culturally rooted without becoming nostalgic, decorative or overly traditional. The identity needed to speak to a younger, contemporary audience while still carrying the warmth, familiarity and visual richness associated with Chợ Lớn. It also had to work as a complete system rather than a standalone logo, extending naturally across the restaurant environment, signage, menus, posters, takeaway packaging, business cards and other everyday touchpoints.
Strategic Context
Instead of directly reproducing familiar Chinese symbols, the design approach focused on capturing the atmosphere and behaviour of the neighbourhood itself: glowing signs appearing one after another, tightly layered storefronts, contrasting colours, bustling tables and the feeling of people constantly gathering around food. These references were distilled into a visual language that feels expressive yet controlled, combining deep reds, warm cream tones and jade green with ornamental frames, bold typography, graphic illustrations and illuminated forms. The result is an identity that carries traces of Chợ Lớn in its texture and rhythm, while remaining distinctly contemporary and recognisable as HOẢ.
“Giữ Lửa” — Keeping the Fire Alive
At the heart of the brand is “Giữ Lửa” — Keeping the Fire Alive. Fire is understood not only in its literal sense, but as a metaphor for everything HOẢ wants to preserve and share: the intensity of Sichuan flavours, the warmth created around a crowded dining table, the exchange between different cultural influences, and the passion of the people behind each dish. “Giữ” speaks to preservation and continuity, while “Lửa” represents energy, connection and the spark that keeps an experience alive. Together, the idea gives HOẢ a strategic foundation that is less about recreating the past and more about carrying its spirit forward.
“Vây Quanh” - Surrounded / Gathered Around
This strategic idea is translated visually through the creative concept “Vây Quanh” - Surrounded / Gathered Around. Inspired by the layered signage of Asian night markets and the illuminated streets of Chợ Lớn after dark, the identity imagines each sign, frame and graphic element as a visual signal calling people closer. From different directions, these forms appear to surround the viewer, creating a sense of movement, density and discovery — much like walking through a lively street where every light leads to another corner, another dish and another encounter. At the same time, “Vây Quanh” reflects the most human part of the dining experience: people gathering around a table, sharing food, conversation and time together. This idea becomes the organising principle for the entire identity system, allowing frames, typography, illustrations, signage and branded objects to continuously shift in scale and composition while maintaining one recognisable visual rhythm. In this way, HOẢ becomes not simply a place inspired by Chợ Lớn, but a contemporary interpretation of its energy - surrounded by light, gathered around flavour, and connected by fire.
Identity
Some applications shown in this showcase have been implemented in the actual restaurant, while others are conceptual visualizations created solely to illustrate the creative direction and demonstrate the potential of the brand identity system. These conceptual applications do not represent existing or produced items.
Bracom’s Role: Bracom shaped the end-to-end branding, identity design, and packaging for Hỏa Restaurant, translating the brand's elemental fire motif into a distinctive, narrative-driven visual experience.
Credit
ANDY HO — Creative Director
VAN DUC HOA — Project Manager
THOAI VY — Lead Designer
THOAI VY, NGOC HUYEN, THIEN NHI — Graphic Designer
GIA LAM, XUAN VY — Illustration Designer
TUNG DO — Motion Designer
BAO LAM — 3D Visualizer & Motion Design
Scope
Creative Direction
Illustration System
Brand Identity
Client
Hỏa Restaurant
Location
Vietnam