DZÔ Imagining an NYC Vietnamese “Nhậu” Pub
How can an NYC dining concept evoke the warmth, conviviality, and cultural depth of Vietnam’s nhậu tradition in a way that feels immersive and contemporary?
Dzô is a conceptual brand developed as a personal passion project, imagined during a period of homesickness while living in New York. The concept reinterprets Vietnam’s nhậu culture — a tradition built around shared food, communal drinking, and effortless hospitality — through the lens of a modern NYC pub.
1. The Logo
The blocky letterforms are inspired by the typography often seen on Vietnamese nhậu pub signages. The ô diacritic roots the identity in Vietnamese heritage, while the hidden exclamation mark in the “Ô” symbolizes the spirited toast of shouting “Dzô!”.
2. Typography
A bold, funky display typeface that reflects the playful energy of nhậu culture.
DZÔ NHẬU PUB 123
A clean, sans-serif typeface to balance and complement the bold headline font.
Dzô reinterprets Vietnam’s nhậu culture through the lens of a modern NYC pub.
3. Colors
4. Applications
