Pholklore is about enjoying delicious food in a relaxed casual atmosphere. Born in Torquay on the Surf Coast, the restaurant serves Vietnamese — inspired street food from its unique indoor/outdoor space built from shipping containers.
Prior to that first shipping container being placed, Superbold were engaged to conceptualise and design a brand identity for the Pholkore launch. Working with the restaurant founder we took inspiration from his inspiration for the venue: the adventures, tastes and delights of travelling across Vietnam. The aim was to develop an identity that acknowledges the origins of its offering, but also emphasises the uniqueness of the Pholklore experience.
The combination of these themes are what formed the resulting brand. The colour palette and stacked vertical logotype are inspired by vintage street-food signage from Vietnam. These elements are paired and underpinned by a simple half circle to represent a big bowl of phở, and the big smile that comes after eating it. Secondary marks were designed to expand on this thinking and bring variety to the brand which can be used in a myriad of ways, from uniforms to packaging to patterns and signage. The result is a unique look that further bolsters the lasting first-impression one has when visiting this unique venue.
Since opening its first location in Torquay, Pholklore has expanded to a second venue in hospitality-centric Geelong West and grown to become one of the region’s favourite and most recognisable eateries.
