Moon Rabbit is a contemporary Vietnamese restaurant, drawing inspiration from the virtuous rabbit depicted in the Buddhist Jataka tale. Led by acclaimed Chef Kevin Tien and his team, the restaurant embodies an innovative approach to Vietnamese cuisine, showcasing a menu that aims to elevate Vietnamese flavors in ways that are both unique and complex.
Chef Tien's main objective is to pay tribute to his heritage as a first-generation Asian American, using Moon Rabbit as a platform for expressing his love for Vietnamese culture and food.
Moon Rabbit
Customized Branding | Customized Illustration
When the team at Moon Rabbit approached us for their rebrand, they emphasized their desire to be "familiar yet spontaneous" in their refresh, introducing the concept of coastal Vietnam—steering away from the traditional and possibly stereotypical red and yellow colors typically associated with Vietnam. With this in mind, we focused on a cooler color scheme, drawing inspiration from the hues found on the beaches of central and south Vietnam, while also delving into the background story of "Moon Rabbit."
The new illustrated rabbit(s) serve as the personification and embodiment of the wonderful chefs who run the kitchen, paired with an elegant typographical treatment. It's the perfect combination—an elegant typeface complemented by bubbly rabbit illustrations—to embrace the essence of spontaneity and familiarity. All while introducing a new perspective and region of the wonderful country and flavors of Vietnam.
