CHB FOOD

CHB Food is a company that develops and operates several well-known culinary brands in Hanoi, such as Bún riêu tóp mỡ Cô Hương Béo, Banhmi de Hanoi, and Bún cá trắm gia truyền Cô Hương Béo. With a strategic orientation toward preserving traditional flavors while embracing the modern culinary lifestyle of Hanoians, CHB Food has been steadily expanding its scale and enhancing professionalism in brand operations.

In preparation for a long-term growth strategy, CHB Food set out to build a structured brand identity system capable of flexible application across multiple business models and points of sale. VSS Corp partnered with CHB Food as a strategic consultant and branding implementation partner.

PROJECT SCOPE

Logo Design & Brand Guidelines

The logo was researched and developed based on the spirit of traditional cuisine, emphasizing familiarity and high recognizability while ensuring clarity and consistency for future scalability. The brand guidelines were established to standardize the use of the logo, color palette, typography, and graphic elements, enabling the brand to maintain a cohesive and consistent visual identity across all platforms and touchpoints.

Brand Identity System Design

The brand identity system was developed and applied across practical operational and communication touchpoints, including point-of-sale materials, basic packaging, brand introduction documents, and sales support items. The design emphasizes flexibility and ease of application across multiple sub-brands within the CHB Food ecosystem, while ensuring a cohesive and consistent brand identity throughout all touchpoints.