Miss Yeu (‘Yeu’ meaning ‘Love’ in Vietnamese) is a boutique restaurant found in the soul of Sister hotel. Miss Yeu is a playful love letter and celebration of the iconic female characters found in Vietnamese culture, and the Ao Dài dress - a true symbol of beauty, poise and strength.

I revelled in the opportunity to develop the brand identity, including the name and tone of voice, to bring Miss Yeu to life. I drew inspiration from the brand story and its location, creating a name that played with nostalgia and the notions of both loving and missing someone or something, whilst having a subtle nod to the type of cuisine.

I discovered old film photography of Vietnamese women dressed in Ao Dài, and I was drawn most to the charismatic and sophisticated looking ladies, portraying a confidence and charming attitude that personified the Miss Yeu character. I developed a colour palette that drew upon the traditional tones found in Vietnamese culture, reds and golds signifying luck, love and prosperity, continuing this theme throughout the interiors. Using a collage technique, I combined old photography with modern design techniques, producing a playful identity that is both fun and sophisticated. This became the directive for the choice of typography and overall tone of voice.

Miss Yeu is not only a great place to eat but a character to love.

🎬 Creative Direction - amber fryer
🎨 Design + motion - Amber fryer