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Pho Kam Long — brand and print

Menus and print for Pho Kam Long, a Vietnamese restaurant in Ottawa.

Directive
R-001
Class
Client
Role
Print design
Client
Pho Kam Long
Period
Jan 2025 – Feb 2025
Status
Delivered
Menu page one: appetizers, rolls, soups and salads beside a column of photographs.
Menu page two: speciality soups, phở first.
Menu page three: main dishes beside photographs of the plates.
Menu page four: rice and vermicelli dishes.
Menu page five: beverages and desserts.

The account§ 01

The dine-in menu and a trifold for Pho Kam Long, a family-run Vietnamese restaurant in Ottawa, laid out in InDesign around photographs of the dishes.

The menu is set throughout in Cormorant Garamond, in a deep green on cream, with each section opening on its photographs; the trifold is set in Lexica Ultralegible, black on white, every item numbered and priced on one sheet. Both faces carry Vietnamese, so every dish keeps its diacritics: Phở, Bún Bò Huế, Cơm Tấm.

Outcomes

  • A five-page dine-in menu, taken to a fourth revision.
  • A two-sided trifold menu.
  • Type that carries Vietnamese alongside English.

Timeline

  1. Menu, third revision
  2. Trifold
  3. Menu, fourth revision

The menu§ 02

The February 2025 edition, fourth revision, with its prices as printed then. Scroll the row for every page; open one to read it whole.

  • Fig. 1Appetizers
  • Fig. 2Speciality soups
  • Fig. 3Main dishes
  • Fig. 4Main dishes, continued
  • Fig. 5Beverages and desserts

In figures§ 03

  • 5pages in the dine-in menu
  • 6panels on the two-sided trifold
  • 4revisions of the menu
  • 2typefaces, both with Vietnamese

Palette§ 04

Sampled from the print files.

  • Menu paper#F8F6DDThe menu's cream ground
  • Menu green#35564AEvery heading, item and price on the menu
  • Trifold ink#231F20The trifold's type and rules
  • Trifold paper#FFFFFFThe trifold's ground

Type§ 05

Speciality Soups set in Cormorant Garamond, in green on the menu's cream.
Cormorant GaramondThe menu: headings in SemiBold, items and prices in Regular
Appetizers and the summer rolls list set in Lexica Ultralegible on the trifold.
Lexica UltralegibleThe trifold: section heads, numbered items, prices

The trifold§ 06

The February 2025 edition, with its prices and hours as printed then and its old telephone number left off. phokamlong.com has the current ones.

  • Fig. 6Inside
  • Fig. 7Outside, with the cover

The dishes§ 07

The photographs the menu is laid out around.

  • Fig. 8A bowl of rare beef phở with onions and herbs.
  • Fig. 9Two summer rolls with peanut sauce.
  • Fig. 10A vermicelli plate with grilled meats, salad and fish sauce.
  • Fig. 11Pad Thai topped with mint and crushed peanuts.
  • Fig. 12Fried spring rolls with basil and a dipping sauce.
  • Fig. 13Three smoothies in tall cups.
  • Fig. 14Bánh cuốn with herbs, pickled carrot and sliced pork roll.
  • Fig. 15Crispy egg noodles with seafood and vegetables.