Bun Mee Branding
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Case Study By

6 months


Bun Mee

Project Title

Bun Mee Branding

  • Design Firm: MINE™
  • Creative director and designer: Christopher Simmons
  • Designer: Nathan Sharp
  • Designer: Justin Holbrook
  • Interior architecture: Abueg Morris Architects
  • Hand-lettered signage: New Bohemia
  • Interior signage production: DPI

Ed. note: This case study is a selection from the 2012 “Justified” competition, in which an esteemed jury identified submissions that demonstrate the value of design in a clear, compelling and accessible way. It serves as an example of how to explain design thinking to clients, students, peers and the public in general, based on specific metrics.


Similar concepts: Num Pang Sandwich Shop (New York City), Baoguette (New York City), Nom Nom Truck (Los Angeles), Spice Kit (San Francisco), Baguette Box (Seattle), Xie Xie (New York City), Out the Door (ferry building, San Francisco) and Lee’s Sandwiches (San Francisco)

Branding: Our brand should express hip, urban energy that is charming and witty, with an artisanal feel.

Target Market: Young San Francisco urbanites, college grads and professionals in their twenties, thirties and forties who are ethnically diverse, well-traveled and educated. Many would label themselves foodies.

Menu: The star of our menu consists of nine specialty bánh mì sandwiches. Some of our sandwiches are a higher quality version of current traditional bánh mì offerings; most others are creative new options that are unique to our brand while staying consistent with Southeast Asian flavors. We will also serve meal salads, rice bowls, desserts and appetizers, including sweet potato fries, grilled corn, imperial rolls and salad rolls. For beverages, we are serving house-made sodas, imported Asian beers, wine, Vietnamese coffee and teas. Bánh mì sandwiches are a street food item in Vietnam. They are a staple of Vietnamese cuisine but are considered simple food for workers. They are always served by outdoor street food vendors. We want to capture a bit of this experience for our customers.

Overall customer impression: The customer should feel as though they are in a bustling urban Asian diner/sandwich shop. Key elements include an open kitchen and a shelf display of baguettes, tea, coffee, spices, etc. I prefer clean lines for the counter, tables, chairs and stools but want an element of thoughtful whimsy that adds character and charm in the smaller details—in the lighting fixtures, hanging paper lanterns, art work, bench pillows, table setting, condiment setting and table, food displays, etc. The space should emote a feeling of casualness, comfort and warmth—a homegrown neighborhood spot that provides credibility and context for the food.


Décor Concept: “hip Asian diner/gourmet sandwich shop”

Name: Bun Mee

We are a gourmet Vietnamese-inspired sandwich shop that seeks to move this popular street food item out of the alleyways of Chinatown and onto Main Street. Although bánh mì is the only sandwich to come out of Asia, it is still relatively unknown by mainstream Americans. We see our role as educators and innovators of this food item. We want to make our food accessible, fun and—most of all—delicious. Everything we serve is fresh and prepared in-house, using recipes that belong to my Vietnamese mother in collaboration with distinguished San Francisco chefs from the Culinary Edge. We pay careful attention to sourcing high-quality ingredients locally, whenever possible. We want to serve good food with heart. We hope to build a brand that is synonymous with gourmet bánh mì sandwiches.




We did no market research. We have no data.


This was our client’s first restaurant and she had no previous restaurant experience. Her product, a Vietnamese sandwich known as bánh mì, was not widely known, and those who were familiar with it knew it as a very low-cost street food.

The client’s goal—to open an upscale sandwich shop in one of San Francisco’s most expensive retail neighborhoods—presented a unique branding challenge. How does one break into the the food scene in a hyper–food-savvy city by effectively merging Vietnamese street culture with the chic sophistication of an upscale retail experience (on a budget)?


Beauty and craftsmanship were our strategies.


Why does your client consider the project a success?
In a recent feature interview for a San Francisco newspaper about the role that design plays in restaurant branding, our client offered this concluding thought: “Small business owners are always concerned with cost and are always looking for ways to save. The one piece of advice I would give them is not to skip on design, but to invest in it. It’s made a huge difference to our success.”

Why do you consider it successful?
We consider the project successful for many reasons. Not only is our client still in business, but the business is thriving. (According to a joint study by Cornell University and Michigan State University, 50 percent of restaurants fail within their first year.) We are currently preparing to work with our client on a second location and expand her catering business. We think design has played a role in this success, as has the client’s business and marketing savvy, her management style, the quality of her product and service, the quality of her staff, her pricing strategy and her personality. Unfortunately, none of these factors are measurable, nor can they be parsed out to determine the relative impact of each with regard to sales.

The restaurant has received a lot of media attention—newspapers articles, television interviews and blog posts from local, national and international sources. This is almost unheard-of for a first-time restauranteur with no previous following. We believe that the quality of design and the clarity with which we have helped our client express her brand have been influential in these results.

Basically, though, we just think it’s really good-looking, well-crafted design, and we think people respond to that.

Additional Information

For a comprehensive look at our approach to this project, including information  about our design process and a Q&A with the client, watch this video from the 2011 Brand New Conference.

Tags branding signage experience design identity design packaging Justified