A Nostalgic yet Elevated Dining Experience for the Vietnamese Community Abroad
CLIENT:
Hanoi Old Quarter (2025) /spec
SCOPE:
Brand Strategy, Art Direction, Visual Identity, Campaign Development
OVERVIEW:
A modern yet nostalgic rebrand that transforms Hanoi Old Quarter from a casual comfort spot into an elevated cultural dining experience by blending architectural heritage, sensory storytelling, and community connection.
STRATEGIC CASE STUDY →
THE PROBLEM:
A unique restaurant hiding in plain sight.
Despite its name and authentic menu, Hanoi Old Quarter lacked a distinctive identity. While Vietnamese Overseas often stick to familiar comfort spots for special occasions, Vietnamese Americans dine out more frequently and seek places with strong cultural storytelling, which is an untapped opportunity for this brand.
THE INSIGHT:
The Old Quarter’s beauty isn’t gone, it’s just been forgotten.
Today, Hanoi’s Old Quarter is crowded and chaotic, but its architectural elegance and cultural soul still linger in memory. Bringing these details back in a modern way could turn dining into a quiet journey home.
THE IDEA:
HONORING THE DETAILS THAT PROGRESS OFTEN FORGETS.
Rather than rebrand the restaurant into another trendy, minimalist spot, we lean into its namesake’s legacy. We blend nostalgic architecture, rich cultural textures, and modern hospitality to create a dining experience that feels timeless yet relevant. A homecoming with every visit.
THE BRAND PLATFORM:
(1) Audience
The New Nostalgics.
Deeply connected to their Vietnamese heritage, the New Nostalgics seek the comfort of familiar flavors while embracing the thrill of discovering rare, region-specific dishes.
THE BRAND PLATFORM:
(2) Brand Purpose
To Bring the Soul of Northern Vietnam Closer to the SoCal Community.
Every dish at Hanoi Old Quarter brings a taste of heritage and discovery.
(3) Personality
Authentic and Soulful.
Hanoi Old Quarter invites everyone in while honors traditional recipes and regional flavors, just like a trusted guide in Hanoi.
(4) Tone of Voice
Warm and Welcoming.
Hanoi Old Quarter speaks with warmth and authenticity, encouraging diners to try unique Northern Vietnamese dishes.
THE EXPRESSION:
(1) Logo
The redesign began with the logo, drawn from the architecture of the Hanoi Old Quarter.
Its letterforms are blocky yet softened by subtle curves, echoing the carved roof brackets and window frames that once gave the district its quiet elegance.
(2) Typography
The supporting typeface, Kefa, bridges tradition and modernity. Its gentle curves warm up the formality, creating an approachable yet sophisticated tone that pairs seamlessly with the logotype.
(3) Color
The color palette shifts from bright red and yellow to deep red, dark brown, and light beige — tones lifted from red velvet upholstery, polished oak, and silk. These materials once signified prestige in Vietnamese culture, and here they return as a visual shorthand for refinement and nostalgia.
(4) Interior
The restaurant’s interior becomes an invitation to slow down: dim light spilling from beige silk lanterns, deep red velvet seating that holds you like a familiar embrace, oak tables rich with age, and hints of leather for understated luxury.
THE STORYTELLING TOUCHPOINTS:
(1) Cultural Menus & Posters
Each dish is photographed in natural light, paired with its Vietnamese name and a short story, turning every order into a cultural exchange.
(2) Instagram as a Cultural Journal
Rather than simple food photography, the feed blends dish spotlights with personal stories, from the chef’s childhood memories to customers’ own connections with Hanoi.
(3) Community as the Hero
Highlighting voices from the OC Vietnamese community, creating an emotional bridge between restaurant and guest.
(4) Out-of-Home Campaign
“Bite into the Taste of Heritage” appears on billboards and bus shelters like an open invitation for diners to experience not just a meal, but a piece of Vietnam’s soul.
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 hold 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.