Mì Chú Tắc
Mi Chu Tac handcrafts authentic Chinese noodles using legacy recipes for people who want convenience without compromising quality. Known for quick, filling bowls and a clean, homey dine-in experience, it has long been a favorite for locals and families seeking hearty, trustworthy food.
Client
Mì Chú Tắc
Services
Branding
Editorial Design
Art Direction
Credits
Art Direction: Hobert Nguyen
Content Direction: Phuong Vy
Graphic Design: Thao Ma
Photography: An Tiet
Year
2023
Brand Story
Founded in 1992, Mi Chu Tac began with a clear vision: to preserve the spirit of authentic Chinese noodles through careful, handcrafted recipes. Inspired by the traditional noodle carts of Cho Lon in Ho Chi Minh City before the 1970s, the brand keeps “fast-crafted” noodles at its core, proving that speed does not have to sacrifice soul.
Over more than 30 years, Mi Chu Tac has grown through the love of generations, staying committed to integrity and delivering a warm, reliable culinary experience that families can trust.
Approach
Our approach positions Mi Chu Tac as the go-to choice for people who want an authentic, high-quality bowl that fits a busy routine. We focus on strengthening digital visibility to better reach younger working adults and families, while clearly communicating what makes the experience worth choosing: hand-crafted preparation, generous portions, reliable cleanliness, and a comfortable, family-friendly atmosphere.
Visualization
Mi Chu Tac’s art direction feels grounded, familiar, and quietly confident, balancing old-world warmth with a clean, present-day polish. The earthy greens and spice-like accents create an appetite-forward tone, while structured layouts, signage-inspired type, and simple pictorial elements give the brand an “easy to recognize” street-to-store character.
Paired with airy, family-table photography, it reinforces a comforting, reliable experience that feels hearty, welcoming, and consistent.
