Overview
Banh Mi & You is a modern Vietnamese street food restaurant in Hamburg, Germany. The goal of this project was to translate its vibrant, contemporary identity into a digital experience.
I focused on delivering a website that not only presents the menu, but also communicates the brand’s atmosphere and story in a clear and engaging way.
Challenge
Mobile-first Menu Experience: With a content-heavy menu, the main challenge was maintaining clarity on smaller screens. Instead of reducing information, the layout was restructured to improve scannability and navigation.
Clear Communication of Brand Identity: Beyond showcasing the food, the site needed to express the brand’s story and personality. This was achieved through a cohesive visual direction, thoughtful typography, and concise messaging.
Business Analysis and Branding for Website
Extended the existing brand identity into the digital space by defining a consistent visual system—colors, typography, and imagery—tailored for web.
To guide design decisions, I analyzed the brand’s positioning and target audience. Banh Mi & You caters to a younger, urban audience looking for quick yet high-quality food experiences, with a strong interest in aesthetic, shareable moments.
Based on this, the brand direction was defined as modern, minimal, and slightly playful, balancing authenticity with a contemporary feel. The visual language avoids overly traditional cues and instead focuses on clean layouts, refined typography, and curated imagery.
AI Image Generation
Used AI tools to generate and refine visuals aligned with the brand’s tone. Rather than simple edits, the focus was on creating a cohesive and elevated visual direction.
Homepage
Designed to immediately communicate the brand’s mood and key offerings. Strong visuals paired with minimal copy help users quickly understand what the brand is about.
Menu Page
Structured for clarity and ease of browsing, especially on mobile. Categories and layout were optimized to help users scan and find items quickly.
All images were refined using AI from original photos, ensuring consistency with the brand’s overall mood and visual direction.
Contact & About
Kept simple and accessible, while still reinforcing the brand’s tone and story. The goal was to build trust without adding unnecessary complexity.
Mobile Version
Approached as a primary experience rather than a scaled-down version.
Spacing, hierarchy, and interactions were carefully adapted for smaller screens.
