Wo Hing General Store Branding by Manual

San Francisco-based studio Manual produced this fantastic identity for Wo Hing General Store, a Vietnamese restaurant situated at the epicenter of the Mission district.

“The logo plays with the delicate nature of noodles, a main staple on the restaurant’s menu. We also noticed a similarity to the structure of tubular neon signs that are often associated with Chinese street food. In addition to the logo, we created a rich, colorful visual language using only the aforementioned humble noodle. Using a scanner, our designers experimented with raw and cooked noodles to create a number of flowing, abstract images, reminiscent of cyanotype photograms.

As a departure from the ubiquitous neon sign seen in many Chinese restaurants, Manual designed a lightweight transparent window sign, screen printed with electroluminescent ink.”

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