The stylized “F” represents the brand's Food First approach, the starting point of every FPDB photography project. Its freeform contrasts with geometric letters, implying creativity and professionalism. And a subtle nod to sauce plating.

The intentional staggered composition breaks up similar-sounding letters and helps with comprehension.

In other words, FPDB ≠ FBDP.

We created a series of food emojis and embedded them into the brand font system as glyphs so every employee of FPDB—even creatively-challenged ones—can express the brand's love of food.

IRL and IG stickers from our custom food glyphs.

Audible branding. Checked. Edible branding? Of course.

(This is a mock-up, we didn't produce it in time.)

Creative Director: Tuan Le
Sr Graphic Designer: Tuan Ha Jr Graphic Designer: Khe Nguyen Photographer: FPDB Creative Accounts: Huyen Vo, Anh Nguyen, Duy Lam Motion Designers: Tuan Le, Tuan Ha Documentation: Tuan Ha