︎ INSTA
PWF
2023
2023
Revisiting the heritage of an original Vietnamese restaurant from Hanoi, “Nướng Và BBQ,” and reimagining its story for its new chapter in London. Rooted in a family tradition dating back to the early 1980s, the brand draws from the symbolism of Ông Táo, the Vietnamese Kitchen God, whose presence represents protection, domestic harmony, and the heart of the home. Archival references, including traditional 3-in-1 deity illustrations and cultural imagery, informed the narrative direction and grounded the identity in authentic Vietnamese folklore.
The design process began with restoring and digitising the existing deity artwork found in the original restaurant. While the full illustration proved too intricate for a modern application, it inspired a distilled, minimal composition focusing on the three heads, each preserving layers of cultural and familial meaning. A handwritten name, “PWF” (Play With Fire), ties back to the restaurant’s origins in grill and barbecue cuisine, embodying both the warmth of the kitchen and the playful energy behind the brand’s story.
The tagline “FAITH IN GOOD FOOD” reflects the belief in food as a unifying force, echoing both personal values and the rhythm of Vietnamese home cooking. Colour choices reference the palette of the original Hanoi establishment, while a blend of Asian minimalism and European influence aligns with the fusion menu, while the typefaces introduce a confident, contemporary expression for the brand’s London evolution.
The design process began with restoring and digitising the existing deity artwork found in the original restaurant. While the full illustration proved too intricate for a modern application, it inspired a distilled, minimal composition focusing on the three heads, each preserving layers of cultural and familial meaning. A handwritten name, “PWF” (Play With Fire), ties back to the restaurant’s origins in grill and barbecue cuisine, embodying both the warmth of the kitchen and the playful energy behind the brand’s story.
The tagline “FAITH IN GOOD FOOD” reflects the belief in food as a unifying force, echoing both personal values and the rhythm of Vietnamese home cooking. Colour choices reference the palette of the original Hanoi establishment, while a blend of Asian minimalism and European influence aligns with the fusion menu, while the typefaces introduce a confident, contemporary expression for the brand’s London evolution.
