The Hue was a concept company I created for a restaurant branding project. The inspiration came from Hue, Vietnam—a city famous for its street food, especially Bun Bo Hue (spicy beef soup). The logo reflects aspects of the city one would see while enjoying Hue’s traditional street food. The curved arches come from the architecture of old Vietnamese buildings and the pattern used in the branding came from the gold plating used to accent these buildings. The vertical structure of the logo was inspired by typical shop signs found in Asia.