Chapter Dining & Grill in Hanoi offers a variety of signature dishes that reflect its emphasis on Vietnamese contemporary fine dining with a creative twist. By blending traditional Northern Vietnamese ingredients and techniques with modern culinary practices, the restaurant creates distinctive and memorable dining experiences.

Menu “Back Home”
The "Return" menu, launched during the Lunar New Year, is inspired by simple, rustic ingredients that embody the rich cultural essence of Northern Vietnam. We conceptualized an overarching idea and visually expressed it through 13 dishes.

Each dish is not merely a culinary experience but also narrates a flavorful story of childhood, evoking warm family sentiments and the joy of reunion.

What makes this menu and project unique is the transformation of simple, rustic ingredients into refined fine dining experiences that highlight Northern Vietnamese culture. With more than 80% of Chapter's customers being international, we aim to promote Vietnamese culinary culture and offer diners a unique experience.

LOOK

The target audience for the restaurant "Chapter" is primarily foreign tourists visiting Hanoi, who make up around 80% of their customers. This presents a great opportunity to showcase and promote Vietnamese, particularly Northern Vietnamese, culture and cuisine to international visitors. The story is told from the perspective of a Northerner introducing visitors to the unique and traditional foods, activities, and hospitality of the North. This includes experiences like catching ducks for fresh blood pudding, fishing in the river, roasting rice straw to mimic grilled field rats, and serving traditional Northern delicacies like gac fruit, fermented soybean paste, and clay pot fish. The goal is to authentically share the distinctive culture and warm hospitality of Northern Vietnam with foreign guests.

THINK

Our goal was to merge rustic ingredients with the sophistication of fine dining plating.

We also aimed to combine traditional folk paintings with modern layouts. This fusion of the old and the new was central to our vision, creating a fresh yet authentic culinary narrative.

We drew inspiration from traditional Dong Ho and Hang Trong paintings, integrating these folk art elements into contemporary settings. The result is a dynamic visual composition where the timeless beauty of traditional art intersects with the sleek lines of modern design.
By using rustic ingredients, we reinforced this storytelling. The harmonious interaction between the food and paintings created a rich, immersive experience for diners, promoting Vietnamese culture through fusion cuisine and blending culinary and visual art into vibrant cultural narratives.

In our Art Direction for the 'Back Home' menu, we created a dynamic visual composition where the beauty of traditional art intersects with contemporary settings. We used hand-drawn paintings to illustrate narratives of a hospitable host inviting guests home, depicting scenes like crab-catching and guava-picking to highlight Northern Vietnam's cultural heritage. The result is a harmonious blend where the timeless beauty of traditional art meets the sleek lines of modern design."

The delicate hand-drawn artwork by Oni Production, inspired by Dong Ho and Hang Trong paintings, elegantly merges traditional materials with a modern touch. They meticulously arrange the layout to achieve a harmonious balance between the artwork and the culinary creations in our 'Back Home' menu.

By using traditional elements with a modern twist, we suggest not only taking photos of the dishes but also creating a set of menu postcards. Each dish comes with a postcard featuring interesting images and stories that pique diners' curiosity.