“Cái Mâm” is a highly renowned restaurant among foreign tourists visiting Hanoi’s Old Quarter. In 2022, I collaborated with the Marketing Lead of Cái Mâm to create this Brand Guideline. It was a relatively small project, so I served as the sole Art Director on the team. Subsequently, I applied this Brand Guideline to develop numerous POSM (Point of Sale Materials) and social media ads.

This opportunity also allowed me to collaborate with one of Hanoi’s top photography teams, creating stunning imagery of Cái Mâm’s dishes. Together, we conceptualized, selected props, and meticulously edited the products. We received much praise from producers and readers when we submitted these photos to a culinary magazine in Vietnam.

Below are a few pages from the Brand Guidelines and some of the graphic design products I created.