Fable – Chen Nguyen
The Singapore-based consultancy Fable, has taken a simple design approach to a branding project for makers of Asian pastries, Chen Nguyen, which is distributed throughout Vietnam and China. Using elements inherent to the logotype, the letters “N” and “U” have been abstracted as basic shapes, and arranged in three ways to represent the three, flavours of pastry. So an oval shape represents durian fruit, a circle for salted egg, and a triangle for yam, with a mix of green, orange or purple accents also representing
