Caroline Lafon Designs Tactile Packaging Identity for MI! Vietnamese Street Food

Caroline Lafon developed a tactile packaging identity for MI!, a brand inspired by Franco-Vietnamese culinary traditions centered around the bánh mì sandwich. The brand features a custom logotype with an exclamation mark, conveying an energetic voice, complemented by warm red and toasted cream colors that stimulate appetite. The design intentionally steers clear of typical fast food aesthetics, utilizing bold sans-serif fonts that create visual weight against clean backgrounds. Technical catalog numbers form an organized grid on printed materials, while secondary monospace type enhances clarity on order tickets. Material selections, including greaseproof wraps, custom tape, and robust takeaway boxes, create a cohesive visual identity. High-density black typography on unbleached paper adds depth, while horizontal grid lines bring order to labels and bags. Custom stamps provide unique details, ensuring the system adapts to various box sizes, with each container serving as a canvas for the wordmark. The project is available for viewing on Caroline Lafon's portfolio.