CRACKLE BAE
Crackle Bae is a brand born from a genuine love of Vietnamese food. The brief was to create an identity as bold and authentic as the food itself, staying true to the warmth and soul of Vietnamese street food while feeling completely at home in Melbourne's iconic laneway scene. Working closely with the founder and interior design team, the brand identity and physical environment were developed in tandem. From naming and brand creation through to signage, social media and launch campaign, every element was crafted to feel culturally connected and built to grow.
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Rooted in community, driven by flavour. A brand built from the ground up for Hannah and Harry Pham, bringing the authenticity of Vietnamese street food culture to the heart of Melbourne's CBD.
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A fast casual dining brand rooted in Vietnamese street food tradition, designed to serve Melbourne's CBD audience while building a loyal community around authentic flavour and cultural identity. The brand was built with scalability in mind, laying the foundations for future growth across both the in-store experience and an expanding catering offering.nutritious options without compromising flavour or quality.
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The challenge was to translate a powerful founding story into a visual identity that felt modern and distinctive, yet deeply rooted in authenticity. The brand needed to resonate with Melbourne's Vietnamese community while appealing to a broader CBD audience seeking something real, fast and genuinely delicious. Every creative decision, from the naming and brandmark through to the store environment and launch campaign, was made in service of that singular vision.
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BRANDING
Naming
Brand Strategy
Brand Identity
Brand Guidelines
Packaging Coffee Cards
Copy WritingSTORE GRAPHICS
Exterior Signage Interior Signage
Window GraphicsMARKETING
Social Media Launch Campaign
Social Media Assets
Opening Offer
Flyers
Window Posters
