<<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, /ooh
<<client>>
hanoi old quarter {VISUAL IDENTITY} /spec
<<sow>>
/brand-strategy, /visual-identity, /art-direction, /poster, /ooh
<<client>>
hanoi old quarter {VISUAL IDENTITY} /spec
<<sow>>
/brand-strategy, /visual-identity, /art-direction, /poster, /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:
<<tools>> .psd, .ai, .fig
<<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.
<<tools>> .psd, .ai, .fig
<<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.
<<tools>> .psd, .ai, .fig
<<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.
/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
☕️/NEG: a cultural sanctuary for quiet creatives to reflect and exhale >>coming soon<<
🦜/WOS: a digital NGO ruffling feathers for Southeast Asia’s birdlife >>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
☕️/NEG: a cultural sanctuary for quiet creatives to reflect and exhale >>coming soon<<
🦜/WOS: a digital NGO ruffling feathers for Southeast Asia’s birdlife >>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
☕️/NEG: a cultural sanctuary for quiet creatives to reflect and exhale >>coming soon<<
🦜/WOS: a digital NGO ruffling feathers for Southeast Asia’s birdlife >>coming soon<<
HOQ
🫕
HOQ
🫕