<<one-shot>>
THE TASTE OF HERITAGE 🫕
<<one-shot>>
THE TASTE OF HERITAGE 🫕
<<one-shot>>
THE TASTE OF HERITAGE 🫕
<<client>>
hanoi old quarter {VISUAL IDENTITY} /spec
<<sow>>
/brand-strategy, /visual-identity, /art-direction, /poster, /social, /ooh
<<client>>
hanoi old quarter {VISUAL IDENTITY} /spec
<<sow>>
/brand-strategy, /visual-identity, /art-direction, /poster, /social, /ooh
<<client>>
hanoi old quarter {VISUAL IDENTITY} /spec
<<sow>>
/brand-strategy, /visual-identity, /art-direction, /poster, /social, /ooh
<<goal>>
to reposition Hanoi Old Quarter as an emotionally resonant Vietnamese restaurant — intimate, elevated, and rooted in cultural memory
<<goal>>
to reposition Hanoi Old Quarter as an emotionally resonant Vietnamese restaurant — intimate, elevated, and rooted in cultural memory
<<goal>>
to reposition Hanoi Old Quarter as an emotionally resonant Vietnamese restaurant — intimate, elevated, and rooted in cultural memory
THE SHIFT:
In a sea of trendy fusion spots, Hanoi Old Quarter held something rare: real heritage. But without a defined brand, it faded into the background. We set out to preserve its soul — while inviting a new generation to see themselves in it.
THE SHIFT:
In a sea of trendy fusion spots, Hanoi Old Quarter held something rare: real heritage. But without a defined brand, it faded into the background. We set out to preserve its soul — while inviting a new generation to see themselves in it.
THE SHIFT:
In a sea of trendy fusion spots, Hanoi Old Quarter held something rare: real heritage. But without a defined brand, it faded into the background. We set out to preserve its soul — while inviting a new generation to see themselves in it.
APPROACH:
We built a brand identity that honors the stories, textures, and architecture of Vietnam’s capital. Instead of reinventing, we reframed — translating nostalgia into a refined, modern identity grounded in comfort, memory, and pride.
APPROACH:
We built a brand identity that honors the stories, textures, and architecture of Vietnam’s capital. Instead of reinventing, we reframed — translating nostalgia into a refined, modern identity grounded in comfort, memory, and pride.
APPROACH:
We built a brand identity that honors the stories, textures, and architecture of Vietnam’s capital. Instead of reinventing, we reframed — translating nostalgia into a refined, modern identity grounded in comfort, memory, and pride.
/BRAND-STRATEGY:
/BRAND-STRATEGY:
/BRAND-STRATEGY:
Reposition the restaurant as a cultural bridge by offering a taste of Northern Vietnam to Asian Americans seeking more than just a meal. This wasn’t about inventing a new dining experience. It was about giving language, structure, and depth to what was already sacred.
Reposition the restaurant as a cultural bridge by offering a taste of Northern Vietnam to Asian Americans seeking more than just a meal. This wasn’t about inventing a new dining experience. It was about giving language, structure, and depth to what was already sacred.
Reposition the restaurant as a cultural bridge by offering a taste of Northern Vietnam to Asian Americans seeking more than just a meal. This wasn’t about inventing a new dining experience. It was about giving language, structure, and depth to what was already sacred.
>>AUDIENCE SHIFT:
From overseas Vietnamese families seeking comfort food on special occasions to Asian Americans (especially Vietnamese Americans) aged 22–45, who value authenticity, aesthetics, and storytelling in their dining experiences.
>>AUDIENCE SHIFT:
From overseas Vietnamese families seeking comfort food on special occasions to Asian Americans (especially Vietnamese Americans) aged 22–45, who value authenticity, aesthetics, and storytelling in their dining experiences.
>>AUDIENCE SHIFT:
From overseas Vietnamese families seeking comfort food on special occasions to Asian Americans (especially Vietnamese Americans) aged 22–45, who value authenticity, aesthetics, and storytelling in their dining experiences.
>>MARKET INSIGHT:
While competitors focused on minimalism, brunch culture, or fusion trends, none offered a grounded, Northern Vietnamese experience with emotional and cultural substance. Hanoi Old Quarter’s strength was its specificity — it just needed a matching visual identity.
>>MARKET INSIGHT:
While competitors focused on minimalism, brunch culture, or fusion trends, none offered a grounded, Northern Vietnamese experience with emotional and cultural substance. Hanoi Old Quarter’s strength was its specificity — it just needed a matching visual identity.
>>MARKET INSIGHT:
While competitors focused on minimalism, brunch culture, or fusion trends, none offered a grounded, Northern Vietnamese experience with emotional and cultural substance. Hanoi Old Quarter’s strength was its specificity — it just needed a matching visual identity.
>>STRATEGIC DIRECTION:
Reposition Hanoi Old Quarter as a refined, culturally rooted space that blends tradition with elevated experience. A restaurant that feels like home — whether you’ve been to Hanoi or are still dreaming of it.
>>STRATEGIC DIRECTION:
Reposition Hanoi Old Quarter as a refined, culturally rooted space that blends tradition with elevated experience. A restaurant that feels like home — whether you’ve been to Hanoi or are still dreaming of it.
>>STRATEGIC DIRECTION:
Reposition Hanoi Old Quarter as a refined, culturally rooted space that blends tradition with elevated experience. A restaurant that feels like home — whether you’ve been to Hanoi or are still dreaming of it.
/VISUAL-IDENTITY:
/VISUAL-IDENTITY:
/VISUAL-IDENTITY:
>>LOGO:
The logotype is a custom typeface, designed specifically for Hanoi Old Quarter.
>>LOGO:
The logotype is a custom typeface, designed specifically for Hanoi Old Quarter.
>>LOGO:
The logotype is a custom typeface, designed specifically for Hanoi Old Quarter.
Its structure draws inspiration from the architectural forms of traditional homes in Hanoi’s Old Quarter — especially the curved roof supports that often go unnoticed.
Its structure draws inspiration from the architectural forms of traditional homes in Hanoi’s Old Quarter — especially the curved roof supports that often go unnoticed.
Its structure draws inspiration from the architectural forms of traditional homes in Hanoi’s Old Quarter — especially the curved roof supports that often go unnoticed.
These gentle curves became the heart of the system: subtle, elegant, and intentional. The result is a logotype that feels architectural, cultural, and wholly original.
These gentle curves became the heart of the system: subtle, elegant, and intentional. The result is a logotype that feels architectural, cultural, and wholly original.
These gentle curves became the heart of the system: subtle, elegant, and intentional. The result is a logotype that feels architectural, cultural, and wholly original.
>>TYPOGRAPHY:
>>TYPOGRAPHY:
>>TYPOGRAPHY:
<<typeface>>
KEFA
A serif with presence and soul, it evokes old-world charm without feeling aged — perfect for storytelling across menus, posters, and campaigns.
<<typeface>>
KEFA
A serif with presence and soul, it evokes old-world charm without feeling aged — perfect for storytelling across menus, posters, and campaigns.
<<typeface>>
KEFA
A serif with presence and soul, it evokes old-world charm without feeling aged — perfect for storytelling across menus, posters, and campaigns.
>>COLOR PALETTE:
The palette draws from materials once seen as markers of prestige in Vietnamese culture: dark oak wood, deep red velvet, and soft white silk. Each shade—warm, textural, and timeless — grounds the brand in heritage while adding a layer of quiet luxury.
>>COLOR PALETTE:
The palette draws from materials once seen as markers of prestige in Vietnamese culture: dark oak wood, deep red velvet, and soft white silk. Each shade—warm, textural, and timeless — grounds the brand in heritage while adding a layer of quiet luxury.
>>COLOR PALETTE:
The palette draws from materials once seen as markers of prestige in Vietnamese culture: dark oak wood, deep red velvet, and soft white silk. Each shade—warm, textural, and timeless — grounds the brand in heritage while adding a layer of quiet luxury.
/IN-STORE-POSTERS:
/IN-STORE-POSTERS:
/IN-STORE-POSTERS:
Designed as welcoming gestures, each poster features a dish name and visual storytelling. They bridge language, familiarity, and emotion — helping guests feel seen, even if the cuisine is new to them.
Designed as welcoming gestures, each poster features a dish name and visual storytelling. They bridge language, familiarity, and emotion — helping guests feel seen, even if the cuisine is new to them.
Designed as welcoming gestures, each poster features a dish name and visual storytelling. They bridge language, familiarity, and emotion — helping guests feel seen, even if the cuisine is new to them.
<<snippet>>
When the name is unfamiliar, it can feel distant.
So we bring the dishes closer — visually, culturally, and soulfully.
<<snippet>>
When the name is unfamiliar, it can feel distant.
So we bring the dishes closer — visually, culturally, and soulfully.
<<snippet>>
When the name is unfamiliar, it can feel distant.
So we bring the dishes closer — visually, culturally, and soulfully.
/SOCIAL-POSTS:
/SOCIAL-POSTS:
/SOCIAL-POSTS:
Social posts are designed to lean into storytelling — softly educating through Vietnamese dish names and sharing personal stories from customers, the OC community, and the restaurant’s own staff.
Social posts are designed to lean into storytelling — softly educating through Vietnamese dish names and sharing personal stories from customers, the OC community, and the restaurant’s own staff.
Social posts are designed to lean into storytelling — softly educating through Vietnamese dish names and sharing personal stories from customers, the OC community, and the restaurant’s own staff.
/00H-CAMPAIGN:
/00H-CAMPAIGN:
/00H-CAMPAIGN:
<<tagline>>
BITE INTO THE TASTE OF HERITAGE 🥢
The out-of-home campaign reframes the dining experience as something deeply intimate. Not just a night out, but a reconnection. A rediscovery. A love letter.
<<tagline>>
BITE INTO THE TASTE OF HERITAGE 🥢
The out-of-home campaign reframes the dining experience as something deeply intimate. Not just a night out, but a reconnection. A rediscovery. A love letter.
<<tagline>>
BITE INTO THE TASTE OF HERITAGE 🥢
The out-of-home campaign reframes the dining experience as something deeply intimate. Not just a night out, but a reconnection. A rediscovery. A love letter.
<<snippet>>
Progress isn't just about moving forward.
It's about remembering what's shaped us.
<<snippet>>
Progress isn't just about moving forward.
It's about remembering what's shaped us.
<<snippet>>
Progress isn't just about moving forward.
It's about remembering what's shaped us.
/THANK-YOU:
/THANK-YOU:
/THANK-YOU:
<<credits>>
Typeface: Hanoi Old Quarter >>custom<<, Kefa
Imagery: Pinterest
<<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 note>>
Hanoi isn't my hometown, but it holds 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.
<<credits>>
Typeface: Hanoi Old Quarter >>custom<<, Kefa
Imagery: Pinterest
<<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 note>>
Hanoi isn't my hometown, but it holds 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.
<<credits>>
Typeface: Hanoi Old Quarter >>custom<<, Kefa
Imagery: Pinterest
<<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 note>>
Hanoi isn't my hometown, but it holds 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.
/EXPLORE-MORE:
/EXPLORE-MORE:
/EXPLORE-MORE:
🛒/ALD: a no-frills grocery empire finding its future self >>coming soon<<
🛋️/ASH: a furniture legacy rebuilt to make every space feel like home
🥀/INK: a perfume house translating ache into scent, and memory into permanence >>coming soon<<
🛒/ALD: a no-frills grocery empire finding its future self >>coming soon<<
🛋️/ASH: a furniture legacy rebuilt to make every space feel like home
🥀/INK: a perfume house translating ache into scent, and memory into permanence >>coming soon<<
🛒/ALD: a no-frills grocery empire finding its future self >>coming soon<<
🛋️/ASH: a furniture legacy rebuilt to make every space feel like home
🥀/INK: a perfume house translating ache into scent, and memory into permanence >>coming soon<<
