V’s is an emerging Vietnamese fast casual restaurant franchise, but their story began as a single, full service restaurant known as Viet-Taste. The Smarketing team was tasked with a complete rebrand, beginning with a new name and continuing through tagline and identity development, collateral design, web design and development, and various strategic marketing services.
Our strategic and creative teams worked collaboratively to develop a name and visual identity that would have impact, be easy to pronounce for both English and Vietnamese speakers, be easy to remember, and have a clean, modern look. After working on numerous name concepts, the teams finally settled on V’s—a modified version of the word Vi, which means “flavor” in Vietnamese. From here, numerous design concepts were developed, then revised until the brand identity was complete. A few of those early concepts that didn’t make the cut can be seen below.
Once the identity was established a style guide was developed in order to protect the brand’s integrity, from the very beginning. Once the brand guidelines were established, the Smarketing strategic, digital, and creative teams continued to work together to develop the website, collateral, and strategic plan necessary to ensure V’s continued success.