Evid Design | Uncle

Uncle Ho's

Uncle Ho's is situated in the middle of the tourist area of "La Mariscal," Quito, Ecuador. Their business idea is to cater to tourist and expats by offering a language friendly environment and a more international food experience than the local restaurants.

I had the opportunity to be involved in developing Uncle Ho's visual identity from its early days.

To capitalize on Uncle Ho's business idea to appeal to expats and tourist, the business name —"Uncle Ho's" — and slogan —"I love Ho's" — were in English and inspired by American lingo within Vietnam War theaters. It was a clear marketing wink to English speaker, but still understandable for local Spanish speakers.

Visual identity

The visual identity elements were laid out on a square grid to add flexibility and formal cohesion across the graphic system. The color structure was taken from the Vietnamese flag, and a secondary color palette set on high chromatic contrast pairs were added. The logo mark was designed with custom made letters and paired with a legible san serif type.

The consistent application of the visual identity elements across time and applications have created a substantial brand recognition within Quito, Ecuador. Uncle Ho's brand resonates with tourists and expats and entices local customers to discover something different but not strange.