Mad Cow Wine & Grill
A steakhouse on the 30th floor of the Pullman Saigon, built to pull the city in rather than feed the hotel. Which meant it needed to be loud enough to be worth the lift.
The whole identity rests on one illustration: a highland bull, drawn in dense black line and printed as a duotone against a single flat scarlet. No third colour anywhere. It runs at three metres as a lightbox on the terrace, at fifty millimetres on a coaster, and full-bleed across the cover of the guidelines the same drawing every time, which is why the brand is recognisable from the street.
The voice is set in the same key. Coasters carry lines rather than logos: Becoming a vegetarian is a huge missed steak. Novinophobia the fear of running out of wine. Wayfinding treats the lift as part of the experience, with 30TH FLOOR set in the same scarlet and running arrows up the glass.
Client Accor Pullman Saigon
Location Ho Chi Minh City, Vietnam
Scope Restaurant naming · Brand identity · Illustration · Menu design · Signage and wayfinding · Brand guidelines
Sector Steakhouse and hotel restaurant branding
