A Nostalgic yet Elevated Dining Experience for the Vietnamese Community Abroad
CLIENT:
Hanoi Old Quarter (2025) /spec
SCOPE:
Brand Strategy, Art Direction, Logo Design, Visual Identity, Social Media, Marketing Collaterals, Campaign Development
OVERVIEW:
For the Vietnamese community abroad, food is never just food — it’s a way back to heritage. Hanoi Old Quarter’s rebrand transformed the restaurant into a place that feels like coming home: a modern yet nostalgic space where architecture, storytelling, and community meet around the table.
STRATEGIC CASE STUDY →
THE PROBLEM:
COMFORT WITHOUT DISTINCTION.
Despite its authentic name and menu, Hanoi Old Quarter struggled to stand out. Vietnamese Americans dine out often, looking not only for good food but for places that connect them to culture and memory. Yet the restaurant presented itself as just another casual comfort spot. Its heritage wasn’t fully expressed — leaving a gap between what it offered and what its audience was hungry for.
THE INSIGHT:
HERITAGE OFTEN GETS LEFT BEHIND, YET IT’S WHAT SHAPES PROGRESS.
The Old Quarter of Hanoi is chaotic, crowded, and alive — but beneath the bustle is its true magic: carved balconies, tiled roofs, lantern-lit alleys, and centuries of cultural rhythm. Over time, many of these details have been forgotten or overlooked. But for the diaspora, they live on as memory markers of home. Bringing those elements forward in a modern, thoughtful way could transform dining from simple comfort into a journey home.
THE IDEA:
A NOSTALGIC YET ELEVATED DINING EXPERIENCE HONORING THE DETAILS PROGRESS OFTEN FORGETS.
Rather than turning the restaurant into another trend-driven, minimalist eatery, the brand needed to lean into its namesake. The idea was to elevate Hanoi Old Quarter’s soul — not by replicating the past, but by reframing it. Architectural motifs, sensory details, and storytelling would come together to create a dining experience that feels both nostalgic and elevated: a homecoming with every visit.
THE IDENTITY:
CAPTURING TRADITIONAL ELEGANCE IN A MODERN VISUAL SYSTEM.
The logo takes cues from Hanoi Old Quarter architecture, balancing blocky forms with softened curves that echo carved roof brackets and window frames. Paired with Kefa — a typeface that bridges classical formality with gentle warmth — the system feels both rooted and contemporary. A palette of deep reds, browns, and light beige reflects red velvet upholstery, polished oak, and silk lanterns, grounding the identity in cultural tactility.
THE EXPERIENCE:
DESIGNING A SPACE THAT SLOWS YOU DOWN.
Dim silk lanterns, deep red velvet seating, and oak tables create a warm, intimate environment where guests feel invited to linger. Every detail — from lighting to materiality — was designed to echo the textures of heritage while offering the comfort and hospitality of modern dining.
THE PLATFORMS:
TURNING MENUS INTO CULTURAL GUIDES.
Menus and in-store posters introduced dishes with Vietnamese names, pronunciations, and personal stories, transforming each order into a cultural exchange. Online, Instagram became a cultural journal: blending food spotlights with chef memories, guest experiences, and heritage narratives that extended the restaurant’s presence beyond the walls of the space.
THE ACTIVATION:
INVITING THE COMMUNITY TO TASTE THEIR ROOTS.
A local campaign, “Bite into the Taste of Heritage,” appeared across billboards and bus shelters — framing the dining experience as more than a meal, but a chance to reconnect with culture. By placing the community as the hero, Hanoi Old Quarter established itself as both a restaurant and a cultural bridge.
The End.
CREDITS:
Imagery: Pinterest
Typeface: Hanoi Old Quarter (concept), Kefa
SPECIAL THANKS:
Mentor Hoai Nhan @ TDC
For grounding me when I felt lost in direction and helping me turn 20+ drafts into a logo that finally felt like home.
PERSONAL NOTES:
Hanoi isn't my hometown, but it has always held a special place in my heart. As the city's racing forward, I sometimes wonder if its old soul gets left behind. That's why I reimagined this restaurant as a space that feels both modern and nostalgic. For those who left, and those still finding their way to it.