Nue

Nue

Client: Happy Endings Hospitality
Design Agency: Vigor Branding
Creative Director: Aaron Tovi
Brand Strategist: Aaron Tovi
Design Lead: Ellie Varicak

Nue is a full-service Vietnamese restaurant with inspirational roots in the owner’s ancestor, Le Pho, one of Vietnam’s most prominent mid-century impressionist painters. French for “nude,” Nue pays homage to Le Pho’s paintings, and also serves as the more sophisticated brand in Happy Endings Hospitality Group’s cheeky concepts. Organic shapes, over-saturated colors, and surreal illustrations add a dream-like spirit to Nue’s visual identity, while unexpected moments of hand-written notes and velvety textures create a memorable (but fuzzy) experience that is romantic, poetic, and alluring. 

A subtle twist within the Nue ‘N’ acts as a mirror moment, speaking to the dreamlike or surreal narrative of the brand.

Pulling inspiration from Le Pho’s iconic paintings of floral scenes and gardens, arrangements of flowers executed in a loose, impressionist style become a key visual for the brand.