Branding

Mama’s Buoi

In the Mama's Buoi Vietnamese restaurant identity we explore memories and look to forge emotional connections with their customers.

Mama’s Buoi is a Vietnamese casual dining concept, initially launching in three locations within the first year in Sydney and Melbourne.  

The restaurant founder, Bao Hoang, asked The Creative Method to create a contemporary identity that was a reflection of his family’s Vietnamese heritage and, in particular, honoured his mother, who is the true inspiration for virtually every dish on the menu. The name of the restaurant ‘Mama’s Buoi’ was reached after numerous workshops and family meetings.

Working closely with the Hoang Family, we were treated to insight into their personal histories, given access to the family home, and told many personal stories about how they came to Australia as refugees, what they did back in Vietnam, and the jobs Mama and Papa Hoang did to provide for their young family. We were also handed nearly every photo and album since the late 70’s to draw inspiration from. We looked to create an animated identity that reflected these unique memories and moments; memories held within the mind of the self confessed Mama’s Boy – Bao Hoang.

Credits: Original photography by Mama, Papa Hoang and Hoang Family

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