Client:
Cafe Mama Pho
Vietnamese Restaurant
Requirements:
Cafe Mama Pho is a family-run restaurant dedicated to serving authentic Vietnamese cuisine. Start from Deptford, East London, it is expanding new branches in Central London and South Kensington.
Given the significant market differences between East and West London, Mama Pho seeks a comprehensive innovation of its brand identity. We have adopted a vintage surrealism collage concept to convey a sense of authenticity and artistic flair. The project commenced with extensive research into vintage materials, sourcing old photographs, postcards, and illustrations from flea markets and online archives.
Identity / Visual / Website / Photography / Marketing
Phở or pho (UK: /fɜː/, US: /fʌ, foʊ/, Canada: /fɔː/; Vietnamese: [fəː]) is a Vietnamese soup consisting of broth, rice noodles (bánh phở), herbs, and meat – usually beef (phở bò), sometimes chicken (phở gà). Pho is a popular street food in Vietnam and served in restaurants around the world.
Pho likely evolved from similar dishes; for example, villagers in Vân Cù say they ate pho long before the French colonial period. The modern form emerged between 1900 and 1907 in northern Vietnam,southeast of Hanoi in Nam Định Province, then a substantial textile market. The traditional home of pho is reputed to be the villages of Vân Cù and Dao Cù (or Giao Cù) in Đông Xuân commune, Nam Trực District, Nam Định Province.
Cultural historian and researcher Trịnh Quang Dũng believes that the popularization and origins of the modern pho stemmed from the intersection of several historical and cultural factors in the early 20th century.These include the higher availability of beef due to French demand, which in turn produced beef bones that were purchased by Chinese workers to make into a dish similar to pho called ngưu nhục phấn.
The demand for this dish was initially the greatest with workers sourced from the provinces of Yunnan and Guangdong, who found affinity to the dish due to its similarities to that of their homeland, which eventuallypopularized and familiarized this dish with the general population.
Source: Wikipedia
24 Evelyn Street, Deptford,
London, SE8 5DG
24 Bute Street, South Kensington,
London, SW7 3EX
Bloomsbury, Russell Square
London
