Fine-dining Restaurant Visual Branding

Aiii House

- LA VIE EN NAM -

LA VIE EN NAM is Aiii House's Tasting Menu, where each dish encapsulates a memory tied to the childhood flavors of Head Chef Alain Phạm. Even without tasting it, through Alain's storytelling and sketches, FPDB Creative developed a big picture for LA VIE EN NAM. The big picture aligned with the Menu Idea and harmonized with the visual branding strategy and manifesto - “contemporary, strange yet familiar” that FPDB Creative had proposed for Aiii House Dining.

OUR MENU

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Creative Strategy
Visual Strategy & Idea
Art direction
Production
Graphic Design

Aiii House Dining Saigon is a brand-new fine-dining restaurant nestled in an alley of vibrant District 1, Ho Chi Minh City. To showcase their first tasting menu through imagery, Aiii House Dining Sai Gon has partnered with FPDB Creative for a distinct storytelling experience that engages all five senses.

L O O K

Look at the competitors

Currently, most of the visual aspects of competitors in the market are following an "Educate" strategy, with two main directions: Farm to Table and Embracing Vietnamese Ingredients/Materials.

This approach is not new and has become an "Industry Standard." As a result, the visuals tend to have many similarities.

The strategy is to differentiate from competitors by not following the Educate Farm to Table or Embracing Vietnamese Agricultural Products approach. Instead, we aim to create something fresh and appealing that aligns more closely with the DNA of Aiii House Dining.

Objective

The Inspiration

With LA VIE EN NAM, true to its name, Aiii House invites diners to embark on a multi-sensory journey inspired by the vibrant scenes that unfold daily in the alleys of Saigon.

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Sound: The sounds of street vendors, the laughter and chatter of people interacting every day.

Images: The alleys of Saigon, featuring familiar scenes from Chef Alain's childhood, such as aromatic pho stalls, children playing, enjoying snacks, and small gardens in front of homes.

Dishes: Inspired by traditional Saigonese foods and ingredients like pho, crab soup with squash, sticky rice, and instant noodles, but meticulously prepared with a European flair.

T H I N K

LA VIE EN NAM is Aiii House's Tasting Menu, where each dish encapsulates a memory tied to the childhood flavors of Head Chef Alain Phạm. Even without tasting it, through Alain's storytelling and sketches, FPDB Creative developed a big picture for LA VIE EN NAM. The big picture aligned with the Menu Idea and harmonized with the visual branding strategy and manifesto -

“contemporary, strange yet familiar”

that FPDB Creative had proposed for Aiii House Dining.

With this first Tasting Menu making the first and most significant impression on diners, we decided that 12 images featuring the menu had to captivate viewers at first glance. Notably, all followed a distinctive direction that was more inspiring and aligned with the DNA of Aiii House, especially in the context of current fine dining brands focusing on educating about two main messages: "Farm to Table" and "Embracing Local Ingredients”.

Art Direction for Photography

We integrated images of Saigon’s alleys into each artwork, alongside text that evoked sound, connected to contemporary installations symbolizing echoes and utility poles. These elements formed a cohesive visual narrative that remains true to the overarching concept, delivering a striking and memorable impact.

With this first Tasting Menu making the first and most significant impression on diners, we decided that 12 images featuring the menu had to captivate viewers at first glance. Notably, all followed a distinctive direction that was more inspiring and aligned with the DNA of Aiii House, especially in the context of current fine dining brands focusing on educating about two main messages: "Farm to Table" and "Embracing Local Ingredients”.

From the big idea of 'strange yet familiar' of the sun-drenched Aiii House, FPDB Creative proposes three main directions for visual branding. The first emphasizes the space of this place, featuring impressive architectural design inspired by nature and Vietnam. Next, we want to capture the natural and joyful moments of the people working here, especially the kitchen crew and chefs. Lastly, and most importantly, is the food. Each dish on the La vie en Nam menu has its own story, and we will tell that story through food art images and celebrate the ingredients.

Image 1: Teasing

Use a poster stuck to an electric pole to promote the restaurant's opening day, similar to the advertisements commonly seen on utility poles.

Image 2: The Chef

Chef Alain Phạm, a Vietnamese-French chef passionate about traditional dishes that embody the essence of Vietnam. His culinary vision brings a blend of southern Vietnamese cuisine with a contemporary twist to Aiii House's Menu - LA VIE EN NAM

Image 3: Amuse Bouche

The dish is like a treat, a combination of pastries and fruits that every child gazes at with shining eyes when standing in front of a convenience store.

Image 4: Alain de Long Dao

As a highlight of Aiii’s LA VIE EN NAM tasting menu, the dish THE EGG draws inspiration from Chef Alain’s childhood in a Saigon alley, reimagined with elevated Vietnamese culinary flair.

Image 5: Mọc sau hè

The bitter greens that grow in the backyard and the aroma of grandma's fish sauce are all encapsulated in this dish. The top shot layout features the dishes arranged in a circle, reminiscent of memories from childhood.

Image 6: Creating art

The kitchen team transforms into artists, crafting their own masterpieces, as chefs become creators of artwork using cooking ingredients.

Image 7: Bầu Cua

Bầu cua is a traditional game for Vietnamese children, preserved in the memories of not only Chef Alain but also many others. Bầu (gourd) and cua (crab) are also familiar ingredients in the daily meals of Vietnamese people.

Image 8: Rì xôi tồ

Drawing inspiration from Risotto, this dish combines rustic ingredients like freshwater shrimp, mung bean sticky rice, eggplant, and starfruit, creating a lavish feast. Using brightly painted utility poles and wires, the layout resembles lively electric poles in an alley while evoking the image of a bountiful dining table filled with resonant sounds.

Image 9: Mì gói

Instant noodles is a familiar dish for everyone and a beloved childhood treat. With Aiii House's 'special limited edition' instant noodles, diners can return to their childhood memories through layers of distinctive flavors.

Image 10: Playing game

An image of the chef and kitchen crew taking a break during work with a game of Bầu cua, perfectly reflecting the cheerful, cozy spirit and abundant sunlight of Aiii House.

Image 11: Crudo

Familiar ingredients from the backyard, such as guava and fish, are prepared in a fresh style. The photo layout is arranged in a contemporary art style, standing vertically like a tall utility pole.

Image 12: Electric Pole

The conceptual photo clearly illustrates the big idea of Aiii House's Menu 'Cột Điện La vie en Nam.' FPDB Creative has constructed a utility pole adorned with ingredients and dishes on top.

Menu design

Following the story of La vie en Nam, we tell our tale not only through images but also through the small details in the menu design. With an interesting hand-drawn style, the menu recreates the image of a narrow alley with a series of familiar visuals, with each dish represented by a lively scene and characters.