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Bắp Xào

Design: Lý Ánh Phú
Location: Vietnam
Project Type: Student Project
School: University of Greenwich
Packaging Contents: Street food
Packaging Substrate / Materials: Foam box, paper
Printing Process: Offset printing

Vietnam has always been a country famous for its diverse and unique street food. However, it seems that those street foods are still unknown to the world. This makes me wonder, Would something interesting happen, if those food invested in a well-rounded brand identity, attracting the attention of friends around the world. And that's the reason for the personal project "Bắp Xào" - A famous and typical street food of Saigon, a bustling city of Vietnam.

Bắp xào is a typical street food of Saigon city. And to remember this origin, I got the idea from the oral story about the birth of the name this city - "Sài Gòn" "Sài" means "firewood", "Gòn" means "cotton tree", The reason is that in the past, this land was originally a forest of cotton trees, People often use its wood to make firewood in daily life, hence the name. With that in mind, I created the logo from the image of a cotton flower to remember where the Bắp xào was made.

Key Visual
A large number of the street vendors were middle-aged ladies, and a familiar image with them were colorful floral-patterned clothes. From that observation, I developed those patterns into a set of key visuals that are equally colorful and eye-catching.

As you can see, they often pack food in the simplest and most cost-effective ways such as foam boxes, plastic bags, even menus are laminated for longer use. However, they are very convenient to carry and have a street look.