Pho24

Ho Chi Minh City, Vietnam

Pho24 is a Vietnamese Quick Service Restaurant (QSR) brand centred around the country’s iconic dish, Pho.

After Viet Thai International acquired Pho24, they aimed to expand the brand globally through a franchise model. The Harrison team was engaged to create a fresh, clean, modern aesthetic that preserved the essence of the Pho24 experience.

Our brief was to bring the heart of Vietnamese cuisine to the world, with Pho as the anchor. We recognized that Pho is deeply embedded in Vietnamese culture, much like sushi in Japan. With this in mind, our approach centred on celebrating a contemporary Vietnam while respecting the simplicity and humility that Pho represents.

Branding, Architecture, Wayfinding, Environmental Graphic Design, Detailing, Strategy

The revitalised design was first introduced in the domestic market, providing a showcase for
potential franchise partners. This phased rollout allowed our team to document detailed
construction standards and produce a comprehensive brand manual.

As Design Directors, our Asia Pacific team had the privilege of evolving the brand image over an
extended period. Our scope covered every facet of Pho24’s identity, shaping it into a cohesive,
scalable, and globally resonant brand.