Viet’s Choice Vietnamese Restaurant
Hong Kong
Brand Transformation Ahead of Going Public
2012 - 2016
Our Role
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Vietnamese Restaurant Brand Repositioning
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Scalable Brand Guidelines for 25+ Locations
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Store Design Strategy (Customised for Each Mall)
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Mall Leasing Presentation & Landlord Pitch Support
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Award-Winning Restaurant Interior Design
Project Story
In 2012, Viet’s Choice was a well-established Vietnamese restaurant chain with more than 25 locations across Hong Kong. Despite its scale, the brand was struggling to keep its presence in shopping malls—where competition for space was high and landlords were increasingly focused on curating tenant mixes that fit a specific image and demographic profile.
Although Viet’s Choice served Vietnamese food, the business had no cultural or personal ties to Vietnam, which made it harder to tell a clear and authentic brand story. This limited its appeal to landlords looking for stronger brand alignment. At the same time, the company was preparing to go public—a milestone that depended heavily on maintaining visibility in high-traffic mall environments to support revenue and growth targets.
What we did
We led a full-scale brand transformation, starting with a comprehensive brand guideline system to bring visual consistency across all locations. This included a new logo, design language, and customer experience strategy—giving the brand a more confident and coherent presence.
To avoid a cookie-cutter feel, we tailored each store’s design to its specific mall context, keeping the brand recognisable while allowing each outlet to feel fresh and distinct. This made the chain more engaging to repeat customers and adaptable to different mall environments.
We also developed presentation materials for mall landlords, helping the Viet’s Choice team better communicate how the refreshed brand aligned with mall demographics and quality standards.
One of the newly designed stores earned a Merit Award at the 2014 Design for Asia Awards, reinforcing the brand’s updated image with third-party recognition.
The Result
The rebrand helped Viet’s Choice secure and retain key mall locations, improve relationships with landlords, and present a stronger public image during a critical stage of business growth. The improved brand positioning played a supporting role in the company’s successful public listing in 2016, and the business was acquired shortly after by a larger group.
This project showed how aligning brand identity, store design, and business strategy could create long-term value—not just for customers, but for the company’s growth trajectory as a whole.
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