Zumwhere is an Izakaya-inspired restaurant located in Sai Gon. Designed to make sure that every day, after work, people have a place to gather and relax, wind down with booze and forget about the daily grind and work pressure, ZumWhere is an ideal destination for those who want to laugh a little harder, worry a little less and live a little more.

Challenge
The challenge lies in making the Japanese Izakaya style relevant to Vietnamese culture. By finding the common ground between Japanese post-work drinking and the vibrant Vietnamese street drink culture

Solution
Inspired by the bamboo, a cultural icon common to both Vietnam and Japan, shaping it into a strong design element and a highly dynamic brand asset. This flexible asset unlocks unlimited possibilities, seamlessly adapting into a custom typeface, graphic patterns, and iconography. Complementing this visual system is a cheerful, witty brand voice that embraces the casual spirit of Vietnamese street drinking culture.