Sawleaf

Sawleaf began with a personal journey. Its owner came to California in the 1970s with a dream, built a life of success, and eventually sought to share the vibrant flavors of Vietnam’s street food through a modern, approachable restaurant.

While the recipes and passion were there, the story needed clarity—a way to connect authentic Vietnamese culture to a scalable, fast-casual concept designed for today’s California market. Our role was to define that story and translate it into a brand platform that balanced authenticity, education, and efficiency.

We created a clean, approachable visual identity rooted in the lively street markets of Vietnam but designed for the modern California diner. The Sawleaf name—drawn from a signature ingredient essential to Vietnamese cooking—became the foundation for a cohesive brand system.

From food photography that celebrated freshness to intuitive kiosk-based ordering, iconography, and streamlined packaging, every detail captured Sawleaf’s key attributes: traditional, healthy, and educational. It wasn’t just branding; it was a system that articulated the story in a way guests could see, feel, and understand.

Through the brand work, Sawleaf launched with a clear story—one that honored family recipes, Vietnamese street food culture, and the healthful simplicity of the cuisine.

The restaurant opened with a polished, scalable system that made the experience approachable for families, young professionals, and anyone new to Vietnamese cuisine. It brought the vibrant spirit of Vietnam’s streets into the California dining scene—proving that street food culture can thrive in a new market without losing its soul.