Branding proposal for yen subject brand building and development

Funtions: Physiological needs: Yen will satisfy the need for delicious food, 100% Vegan food that still provides adequate nutrients through the ingredients in the product.. POP, POD, USP

TRUONG DAI HOC NGOAI NGU - TIN HOC THANH PHO HO CHi MINH

KHOA QUAN HE QUOC TE

Có Cố 2 t2

BRANDING PROPOSAL FOR YEN SUBJECT: BRAND BUILDING AND DEVELOPMENT

GROUP: BB

No Studen’s Name Studen’s ID

1 Pham Ngoc Han 21DH700563

2 Pham Ngoc Hoai Khanh 21DH703055

3 Lê Tran Nhã Uyên 21DH703583

4 | Dang Nguyén Kiều Giang 21DH700424

5 Nguyễn Đức Thanh 21DH701754

TABLE CONTENT

1.1.1 Category:

2 TARGET MARKET & TARGET CUSTOMIEH: HH

1 SALIENCE

1.1 Brand Identity:

1.1.1 Category:

Food and beverage services

Customer segmentation:

e Age: 12 to 60

e Customer: Dieters and vegetarians who still want delicious and healthy food 100%

vegan

Price segmentation: 35.000 VND to 350.000 VND

1.1.2 Brand element:

a Brand name: YEN

YEN is a vegan food service With the goal being creating 100% plant-based products, full of nutrition and unique flavors

Our products are committed to bringing delicious, unique flavors to customers, providing fresh, clean ingredients without additives

With YEN diners can enjoy great dishes without worry about ingredients or health Let YEN be your inspiration for healthy living and culinary joy With us, You will discover a world of diverse and delicious vegetarian food

b Logo:

c Tagline: “Yên lặng từ tâm, âm thức chay tinh tế”

d Brand visual

TYPOGRAPHY

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NEUE EINSTELLUNG

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Semibold

aa

Logo: A tree is one of nature's most undeniable yet wondrous features It doesn't hide,

it grows surely but steadily, and always fulfills its promise of growth Therefore, with this vegetarian restaurant, we hope to bring nature closer to you and create unique experiences along with that

Brand color: The brand uses 3 main colors: Dark green, dark yellow and ligth yellow

Dark green is the color of plant growth and the abundance of mother nature's gifts

- Dark yellow represents knowledge, elegance but still has warmth and comfort

- Light yellow is associated with freshness and joy

Brand font: With Neue einstellung font is simple and accessible to consumers

e Product line & Produc description:

Vegan products, using all 100% vegan ingredients, all organic ingredients, fresh

ingredients

Benefit: good for health, reduces risks related to cardiovascular diseases, diabetes,

weight loss

f Funtions:

Physiological needs: Yen will satisfy the need for delicious food, 100% Vegan food that still provides adequate nutrients through the ingredients in the product

Safety Needs: Yen guarantees everything from raw materials to arrival The

packaging is clearly censored to bring it to customers Regarding ingredients, we

carefully screen the ingredients before adding them products and of course these ingredients are all good for your health

Need for love and attachment: Our products are not only sentimental gifts but also

is also concerned with customers' main needs of energy and health

Needs to be respected: YEN prioritizes customers by understanding their needs opinions, providing personal advice for product selection and fine-tuning policies and benefits to meet their needs and requirements, ensuring satisfaction during service use

Self-expression needs: Customers will feel confident and comfortable when using

YEN's services They don't need to worry about gaining weight, is the food really vegan? Furthermore, our products can also help with health issues such as reducing the

risk of heart disease

h Attributes:

ATTRIBUTES BENEFIT

Because it is a restaurant service, YEN products can be delivere Flavorful attractive and satisfying when eating because of their variety Flava

color Meet customers’ vegetarian needs

Health Reduce the risk of obesity, heart disease and stroke from nuts in pr

y and related plant foods

i POP, POD, USP:

POD:

Ingredients | Ingredients are prepared on the dị All dishes are prepared from cle

and rigorously tested to have tl green ingredients daily, along with th freshest ingredients sophistication of the beautify

presentation and meticulous flava The dish is made from carefull creating delicious, healthy dishes th selected ingredients such as to

mushrooms, vegetables and fruits

help you stay healthier and smarter per day

Products | Include: Include:

Mushroom and Vegetable Sou) Mixed mushrooms braised wit mushrooms (abalone mushroon pepper: chicken thigh mushroom} chicken drumstick mushrooms lingzhi mushrooms, abalor carrots, onions, Chinese cabbai mushrooms, straw mushrooms, gre cabbage, potatoes pepper and onions

Mushroom and Cheese Toas Oyster mushroom with braised pepy baguette, drumstick mushroom and lemongrass: lion's mat

cheese, butter, mushroom, lemongrass, chilli ar

Garlic Fried Rice With Mushrooms vegetarian fish sauce

rice, onions, straw mushrooms _| Sautéed termite mushrooms and w

=> Mushrooms and vegetables 4 betel leaf: rice vermicelli, wood eé important sources of nutrients for th mushrooms, king oyster mushroom

body, including vitamins, minerals shiitake mushrooms, wild betel le

fibre and antioxidants, contain anj (with brown rice noodles an cancer properties, strengthen 1 Vietnamese dipping sauce) immune system, and improve heal

cardiovascular disease and the abi

to lose weight Eating mushroon

and vegetables can help reduce

risk of cardiovascular diseas

diabetes and cancer, while al

supporting digestive health ar

increasing resistance

Style The combination of a cozy restaurg Sanite may have a unique culing

space and family atmosphere crea

a friendly, close environment fa

diners It not only creates

comfortable feeling when enjoyin

healthy food but also gives custom¢

a feeling of joy and comfort whe

enjoying our dishes Do you want

be vegetarian but still want to e

delicious food? The dish will hel

diners feel the sweetness

mushrooms and vegetables prepal

in a family style, imbued with

cultural identity and homelan

flavour style or be a combination of mar

culinary styles from differen

cultures Providing high-qualit

vegetarian meals with reasonal prices with fresh and high-qualil

ingredients in each dish is also

Brand YEN Thién Y

Ingredients Ingredients are prepared on the d

and rigorously tested to have t

freshest ingredients

The dish is made from careful

selected ingredients such as to

mushrooms, vegetables and fruits

Thien Y vegetarian restaurant brin you pure vegetarian dishes, made fr fresh and clean ingredients T restaurant has a rich and diverse m4 including traditional Vietnames dishes, European and Asian dishes creative dishes You can enjoy dish such as vegetarian beef noodle sa vegetarian chicken rice, and vegetar pizza at reasonable prices that suit y budget

Not only does Thien Y provide yo with delicious, clean and diverg vegetarian dishes, but it also helps y improve your health, reduce stress 4 increase positive energy

Products

Include:

Mushroom and Vegetable Soup:

mushrooms (abalone mushrooms,

chicken drumstick mushrooms),

carrots, onions, Chinese cabbage,

cabbage, potatoes

Mushroom and Cheese Toast:

baguette, drumstick mushrooms,

cheese, butter,

Garlic Fried Rice With Mushrooms

rice, onions, straw mushrooms

=> Mushrooms and vegetables are

important sources of nutrients for

the body, including vitamins,

minerals, fiber and antioxidants,

contain anti-cancer properties,

strengthen the immune system, an

improve health cardiovascular

disease and the ability to lose

weight Eating mushrooms and

vegetables can help reduce the ris

of cardiovascular disease, diabetes

and cancer, while also supporting

Include:

Braised mushroom patties: chicken

thigh mushrooms, vegetarian patties

vegetarian fish sauce, pepper, sugar Stir-fried Chinese bok choy: onions, bok choy, shiitake mushrooms

Braised soft tofu with pepper: soft tof pepper, vegetarian fish sauce

digestive health and increasing

resistance

Style The combination of a cozy Thien Y's culinary style can create a

restaurant space and family peaceful, quiet space, helping diners

atmosphere creates a friendly, clog feel relaxed and sublime throughout

environment for diners It not only | the meal

creates a comfortable feeling when Thien Y can focus on creating a

enjoying healthy food, but also give meditative space, warm and close ta

customers a feeling of joy and nature, helping people focus on

comfort when enjoying our dishes.| enjoying and experiencing vegetaria

You want to be vegetarian but still | meals sincerely

want to eat delicious food? The dis

will help diners feel the sweetness

mushrooms and vegetables prepar

in a family style, imbued with

cultural identity and homeland

flavor

POP:

Dishes from persimmons and vegetables bring many health benefits They contain a variety

of nutrients and have positive effects on the body They are a good source of plant-based protein, which helps energize and build muscle, providing a variety of vitamins such as B vitamins, and D- vitamins, and minerals such as selenium, potassium and copper Vegetables are high in fibre, which improves digestion, prevents weight gain and reduces the risk of cardiovascular disease, and they're also a source of vitamins A, C, and K and minerals like potassium, magnesium, and folate Target customers are people who tend to be interested in a healthy diet, people who practice gym, yoga, etc

USP:

“Yên lặng từ tâm, âm thực chay tỉnh te”

At Yen Vegetarian Restaurant, we have a mission to always produce vegan products with

a careful screening process, using all 100% vegan and organic ingredients that are always fresh and clean throughout the day With these values, the restaurant will provide diners with healthy foods and products, reduce the risks related to cardiovascular diseases, and diabetes, and lose weight

1.1.3 Design:

a Product design:

e Brand name idea: Would like to represent honesty, integrity, wisdom, and the possibility for growth so we choose tree Aiming for durability, we chose the next element that also accompanies every corner of the restaurant, which is the wood designed to symbolize the back part of the logo

e Uniform: are synchronized with the restaurant's visual

Or >

e Name card: We use kraft for card because kra ft has good decomposition ability, safe to use and environmentally friendly Made from natural materials, not harmful to the environment or health The color is natural but there are many options that are both luxurious and classic, creating sympathy for customers

e Packaging: We also utilize kraft paper for packaging

mm

10

e Menu: Clearly display to customers the name of the dish and the price

—MENU

YEN LANG TU TAM, AM THUC CHAY TINH TẾ

KHAI VI

GỎI HOA CHUỐI 100K

RONG BIEN

CHA GIO NAM 95K

BUN THAI CHAY 95K

COM CHIEN NGU SAC 150K

COM TAM 150K

LAU NAM HOA YEN 350K

LAU NAM LÁ É 250K

LAU CHAO DAU NANH 250K

PIZZA NAM RAU CU 200K

MY Y SOT KEM NAM 200K

| BUFFET

SET ó99K (2-3 NGƯỜI) GOI NGO SEN/CHA GIO NAM COM CHIẾN NGŨ SẮC PIZZA NAM RAU CU LAU CHAO/LAU NAM LA E CHON 1 MON NUOC BAT KY SET 999K (GIA DINH) GOI HOA CHUOI RONG BIEN

CANH CU SEN

COM GA CHAY LAU NAM HOA YEN

MY Y SOT KEM CHON 3 MON NUGC BAT KY

[Nước UỐNG

NƯỚC SUỐI 10K SỮA BẮP 25K

HÁN QUẢ

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1.2 Brand meanig:

Performance: “YEN” wants to serve customers delicious meals and meet their vegetarian food needs The brand aims to be a place where customers come to

experience the product comfortably and securely

e Main feature: 100% vegan food without using animal-related ingredients

e Product reliability: Does not use animal ingredients, uses organic ingredients, clean soy ingredients and commits to 100% vegan

e Durability: Use fresh food with same-day preservation technology, do not use ingredients for more than 24 hours Processing technology meets food safety and

hygiene standards Encourage customers to enjoy the best taste when hot and after

2 hours, the original flavor will not be achieved

e Service effectiveness: Attract new customers to vegetarian dishes with a diverse menu and reasonable prices

e Service efficiency: Maximum waiting time is 15 - 20 minutes after ordering Will consider taste to suit customers When a customer orders by phone, a staff member will receive the order immediately Customers who send messages via Fanpage will have staff respond immediately or within 10 minutes at the latest

e Sympathy for service: having a website for the restaurant helps customers easily search and buy

1.3 Brand feeling:

WARMTH

"YEN" hopes that customers when mentioning the restaurant will remember the closeness, comfort, peaceful and cozy space for everyone when entering In addition, at

"Yen" catering to all audiences not only vegetarian for religion but vegetarian for health,

customers will experience a variety of dishes made from fresh ing redients and committed

to quality with 100% vegan ingredients, Ensure dishes contain high levels of nutrients that help the body stay healthy and replenish essential substances

Restaurant space: The restaurant's interior is oriented towards nature, so it will be decorated mostly with trees and wooden furniture that looks more personal than other

vegetarian restaurants

Lighting: during the day will use natural light to the maximum, creating a bright and airy space The dimly lit or secondary area in the evening will ope n warm yellow light to create a warm, relaxing and quiet space, while helping customers stimulate their taste

buds and eat better

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