honghong is a conceptual Vietnamese cafe that features Southeast Asian flavors in its pastries and drinks.

Role: Brand Identity

Duration: Spring 2024 - 10 Weeks

Tools: Illustrator, Figma, Photoshop

How can a brand authentically capture the personal story of a family's journey through struggle, love, and triumph?

A DOUBLE ENTENDRE

honghong, whose name derived from the last name Hong and also means persimmon in Vietnamese. It is a callback to the countless of times my family ate cut fruit after any occasion whether celebratory, an apology, or even just a day-by-day way to finish dinner.

A COMPREHENSIVE BRAND BOOK

I handed off a 50+ page book outlining how to use the brand’s colors, typography, patterns, photo treatments and more for a client as they build honghong in Ho Chi Minh City. View the brand book here.

THE DIGITAL SPACE

A website was also created for standard business practices. Straightfoward aspects were made such as a menu, about, and a contact page.

AND TO MY SUPPORTERS <3

Thank you to everyone that came to the showcase and more importantly my design cohort for always pushing me to make this brand come to full fruition! I'm excited to announce that it will start being built out in 2026. Let’s keep an eye out together to see where honghong will go next :)