Coc Coc is a personal project aimed to promote Hu Tieu Go, one of the most beloved and well-known street food in Ho Chi Minh city.
Client
Self-development
Scope
Identity Design
Year
2021
Hu Tieu Go is popular street food in Southern Vietnam, especially in Ho Chi Minh City. Hu Tieu Go is typically served at night, and its eaters are mainly the working class and students. The name “Cốc Cốc” comes from the sound of clinking two pieces of metal. The deliveryman makes that noise while riding around the neighbourhood to signal people about their opening. By doing that, the eaters can stop him and order the dish when the deliveryman get near to their houses. The objective was to create a modern, intimate, fun and nostalgic look for the local cuisine.
Logo Concept Development
The wordmark uses Wanderlust, which resembles the hand-drawn letterings in billboards in the 1900s in Saigon and possesses a modern touch. The circumflex and high-rising tone marks are replaced by the shapes of two pieces of metal used to create the sound. The visual representation of the instrument accentuates the depiction of the sound “Cốc Cốc” from the name.
Visualisation
The identity uses a commonly-used dish holder with a handle for delivering the bowl of rice noodles as the key visual component.
Colour Palette
To capture the appetite for the food and the hustle and bustle of Saigon, the visual identity utilises vibrant yellow and red as the primary colours.
Typography
Wanderlust’s bold and expressive characteristics effectively communicate a strong and youthful voice in the posters and other materials of the identity.
