Katie Bedewi | Graphic Design
Project Statement | Phudon
The Phudon branding system was originally created as a logo for an early project in Identity design. The creative process of developing the logo began with a word list and the random combination of two words or concepts. Initially, the logo was a combination of a cup spilling and a “P,” which then evolved into the shape of a bowl. This transformation was inspired by the idea of a bowl, a common element in many Asian cuisines. The addition of chopsticks sticking out of the bowl naturally led to the expansion of the concept into this Asian fusion restaurant.
Throughout this semester, the Phudon logo evolved into a comprehensive branding system. This system not only includes the logo but also defines the purpose of the mark and the overall brandscape identity. The goal was to create a cohesive and visually appealing brand that reflects the fusion of traditional Asian elements with modern design aesthetics. The restaurant has evolved into a food truck that combines the classic flavors of Vietnamese pho and Japanese udon. Creating a modern take that blends traditional flavors to create a new diverse cuisine. The Phudon branding system encompasses various elements, such as color palettes, typography, and graphic motifs, that are consistent across all touchpoints. The use of the vibrant red, orange and yellow colors and bold Rockwell Std typography aims to capture the dynamic and diverse nature of Asian fusion cuisine. The motifs, including the bowl and chopsticks, serve as visual anchors that reinforce the brand’s identity and make it easily recognizable.
In addition to the visual elements, the branding system also includes guidelines for tone and messaging. The brand voice is friendly, approachable, and infused with a sense of adventure, inviting customers to explore and enjoy the unique flavors of Phudon. The tagline “Asian Fusion, Street Style” encapsulates the essence of the brand and its commitment to delivering an exceptional culinary experience.
Overall, the Phudon branding system is a testament to the power of thoughtful design and its ability to create a strong, memorable brand identity. Phudon reflects the journey from a simple logo concept to a fully realized brand that resonates with its target audience and stands out in the competitive landscape of food trucks and restaurants.
Selection of Work:
Katie Bedewi, Phudon Brand System, Food Truck Poster, 9" x 12"
Katie Bedewi, Bee Coast Honey Packaging, Package Design, 6" x 3" x 3" each
Katie Bedewi, Paris Opera Ballet, Outdoor Poster, 24" x 15"
Katie Bedewi, Personal Branding Stationery, 10" x 14"
Katie Bedewi, The Story of the Shelby Coba in Five Cars, Editorial Spreads, 10" x 18" each
Katie Bedewi, Signs of London (Univers), Multipage Document, 8.5" x 5.5"
Katie Bedewi, Gusto D'oro Brand Packaging, Fusilli Packaging, 7" x 5" x 4"
Katie Bedewi, Tory Burch Annual Report, Multipage Document, 10" x 8"
Katie Bedewi, Rebel Riots Packaging, Poster, 14" x 20"