Not so Early:
Brunch spot for the not-so-early birds
Not So Early is a brunch and dine concept serving comforting pasta, fusion artisanal pizzas, and all-day brunch dishes in a space designed for slow mornings and easy afternoons in Hanoi.
Inspired by the warmth of a summer cottage, Not so Early combines thoughtfully crafted food with a welcoming atmosphere. Natural light, soft textures, and carefully curated interior details come together to create a place that feels playful, charming, and effortlessly inviting.
Year
2025
Client
NotsoEarly
Services
→ Naming
→ Brand Identity
→ Packaging
→ Concept Development
→ Verbal Identity
→ Social Media Content & Curation
Begin a little later 🛌🏼
We went beyond creating another brunch destination.
For Not So Early, we looked at the saying "The early bird gets the worm" and asked a different question: what if there is nothing wrong with taking your time?
In a culture that often celebrates speed, productivity, and waking up early, we saw an opportunity to create a brand for those who em brace a slower rhythm. People who enjoy unhurried mornings, meaningful conversations, and the simple luxury of not rushing.
Like a Sunday Newspaper, best enjoyed slowly.
Drawing inspiration from the ritual of a slow morning, lingering over a late breakfast with a newspaper in hand. The visual identity embraces the nostalgic charm of editorial design from the 1990s.
The logotype takes cues from vintage newspaper mastheads, classified advertisements, and print headlines, where typography was expressive, characterful, and full of personality.
Meet Toulouse 🥚
A food critic. A brunch enthusiast, perhaps the world's sleepiest goose.
With a refined palate and a firm belief that no meal is worth waking up too early for, Toulouse serves as the character that embodies everything NsE stands for.
Curious, charming, and never in a hurry, Toulouse reminds us that life's greatest pleasures are often the simplest ones: good food, good company, and maybe one more hour of sleep 💤
Different way to look at things
We believe meaningful brands are not created by following trends.
They are created by finding a perspective worth sharing. From strategy and storytelling to visual identity and experience design, every element was built around this shared attitude. A reminder that there is no single right way to start the day. Sometimes, being not so early is exactly right on time.