Vietnam at Lunch • Italy at Dinner

PHOITALIA
IPPhogettaboutit_IP_Master_Package/Brand_Assets/01_Brand_Style_Guide.md

Brand Style Guide

Supporting brand-style guidance from the IP package for rollout consistency.

01 Brand Style Guide

Implementation note: This file is a compact operating summary. For the fuller client-facing creative brief, use 03_PHOITALIA_Brand_Identity_Guide.md.

Brand position

PHOITALIA should present as polished, memorable, hospitality-led, and scalable — a brand with personality, not a novelty act.

Naming usage

  • Primary display brand: PHOITALIA
  • Primary guest-facing hospitality mark: PHOITALIA
  • Domain / marketing asset: phogettaboutit.com
  • Secondary creative expression only: Phogettaboutit
  • Formal legal reference: Phogettaboutit LLC

Avoid inconsistent public-facing variants unless they are clearly labeled as legacy naming, internal references, or counsel-approved secondary assets.

Voice

Use a tone that is:

  • confident
  • warm
  • lightly witty
  • appetite-forward
  • operationally credible

Avoid slang-heavy copy, parody language, fake accents, and overworked pun-based messaging.

Visual direction

Logo principles

  • prioritize signage readability and system consistency
  • use strong custom or semi-custom typography
  • keep PHO distinctive without turning the mark into a joke
  • maintain a clean version that works with the descriptor line Vietnamese Lunch • Italian Dinner
  • create one reduced icon or monogram for small-format use

Color starters

  • Espresso Ink: #262320
  • Broth Cream: #F3E9DA
  • Tomato Ember: #B63A2B
  • Basil Leaf: #406B4A
  • Lantern Gold: #C79A4A

Typography direction

  • Display: character-rich serif or refined hospitality-forward display face
  • Body/UI: clean grotesk or neo-grotesk sans
  • use one expressive font family at a time; keep menus, wayfinding, and legal/financial materials cleaner and more functional

Quick identity rule

The brand should always read as one coherent house identity across lunch and dinner, not as two unrelated sub-brands.

Brand protection rule

Always present the chosen primary mark consistently in public launch materials. If Phogettaboutit is retained for campaigns, content, merch, or legacy traffic capture, keep it visibly subordinate so public-facing materials never imply it is the main restaurant mark.

Legal caution

This guide does not claim trademark clearance, guaranteed registration, or legal approval. Any public rollout should follow counsel review of the actual launch materials and mark usage.