brand identity
Trinh’s Jook is a congee cafe specializing in Chinese
style congee, a savory rice porridge that can be paired
with infinite toppings. Named after my Vietnamese and Chinese mother, we aim to create a comforting environment that feels
like home, reflecting my Mom’s ability to express her love
through food.
Our mark combines the Chinese character with the imagery of a steaming bowl. The playful, hand drawn icon is stylized and simplified to appeal to broader audience that doesn’t know Chinese characters. The custom typography and ligatures are also inspired by Chinese characters.