Sector: Hospitality · Food & Beverage · Cocktail & Wine Bar
Location: Ho Chi Minh City, Vietnam
Scope: Brand Concept · Naming · Visual Identity · Collateral Design · Interior Atmosphere Direction
Challenge
To craft a distinctive identity for an Italian–Vietnamese cocktail and wine bar set in the vibrant heart of Saigon, District 1. The goal was to merge two seemingly distant worlds—the relaxed bacaro culture of Venice and the energetic street-food spirit of Vietnam—into a brand that feels both chilled and refined, casual yet quietly elegant.
The identity needed to avoid clichés and instead build an authentic visual narrative rooted in cultural references, materials, and historical craft.
Approach
The design process began with a deep dive into the architectural and artistic traditions of both Venice and historic Saigon.
Logo research & creation
The logo draws directly from Byzantine mosaic inscriptions found in Venice’s churches and basilicas. Rather than digitally constructing the forms, the wordmark was crafted by hand using cut-out pieces of black paper—an intentionally analogue method that echoes the geometric precision and tactile irregularity of ancient mosaic tiles. This hands-on approach gave the logo a subtle imperfection and materiality that reinforces its artisanal roots.
Textures & patterns
The supporting visual language references the intricate floors of San Marco Cathedral and of various churches in Murano and Burano. These motifs are reinterpreted into contemporary patterns that bring a sense of heritage without feeling ornamental or nostalgic.
Color palette & atmosphere
To bridge the identity with Saigon, the color palette draws from colonial-era hues: desaturated greens, warm ochres, and weathered neutrals inspired by shutters, tiles, and the patina of the city’s historic buildings.
The result is an ambience that blends the laid-back conviviality of Vietnamese street food culture with the understated charm of Venetian bacari—a meeting point that feels retro in spirit yet elevated in execution.
Outcome
A cohesive and evocative brand identity that positions Bacaro Saigon as a cross-cultural hospitality concept with strong storytelling at its core.
The handmade logo, mosaic-inspired textures, and Saigon-hued palette form a visual world that is warm, tactile, and sophisticated.
The brand captures a relaxed social atmosphere—where small bites, good sips, and unhurried conversations coexist within an environment that is quietly elegant and rooted in two rich cultural traditions.
Client: Fictional project
Creative Direction: Niccoli.Design