Celebrating a Local Icon
Custom Illustration for Le Vietnam
If you know Perth, chances are you know Le Vietnam.
Widely regarded as home to some of the best bánh mì in the city, Le Vietnam has built a loyal following through incredible food, vibrant personality and a deep connection with the local community.
I was commissioned to create a custom illustration that celebrated the brand's unique character and reflected the playful spirit behind one of Perth's most beloved food institutions.
The Challenge
The brief wasn't to create a traditional piece of branding or signage.
Instead, the goal was to produce an artwork that:
- Captured the personality of Le Vietnam.
- Celebrated Vietnamese food and culture in a fun and memorable way.
- Rewarded viewers with hidden details and moments of discovery.
- Became a distinctive visual piece that customers could connect with.
The artwork needed to feel energetic, playful and unmistakably "Le Vietnam."
The Creative Approach
As with many of my personal and commissioned illustrations, I approached the piece through the lens of character-driven storytelling.
The artwork is constructed around a cast of whimsical characters and visual references inspired by Vietnamese cuisine and the ingredients that make Le Vietnam's food so iconic.
Hidden throughout the illustration are playful references including:
- Sliced carrots woven into the composition.
- Dancing pigs celebrating the flavours of Vietnamese cuisine.
- Mischievous chickens and tongue-in-cheek visual gags.
- A collection of small details designed to reveal themselves over time.
The intention was to create an artwork that rewards curiosity—encouraging people to stop, look closer and discover something new each time they engage with it.
Designing for Discovery
Food has a unique ability to bring people together, and I wanted the illustration to capture that same sense of joy and playfulness.
The piece was intentionally designed to:
- Encourage interaction and conversation.
- Reflect the vibrant personality of the brand.
- Celebrate the ingredients and stories behind the food.
- Create an emotional connection beyond the dining experience.
Much like a great meal, the artwork reveals layers of flavour the more time you spend with it.
Client
Le Vietnam
Result
The final illustration became a celebration of both the food and the people behind Le Vietnam.
By combining humour, storytelling and richly detailed character design, the artwork captures the warmth, energy and personality that have made Le Vietnam a local institution and one of Perth's most loved food destinations.
