Narrative Platform: Proposed the overarching story “Người Nghệ Nhân Giữ Lửa Ký Ức” (The Artisan Who Keeps Memory’s Fire) to anchor brand purpose and tone.

Dual Storylines: Designed two narrative tracks—“Gác Bếp” (the hearth that preserves and transforms) and “Tầm Quả” (a journey to source seasonal, regional fruits)—to structure menu design and social storytelling.

Menu & Naming Architecture: Mapped ingredients by provenance/season; drafted naming logic and short back-stories to connect each drink to place, ritual, or craft.

Visual/Verbal Language: Built moodboards and copy cues (warm, intimate, slow-craft); aligned typography/colour to the narrative of smoke, time, and patience.

Workflow & Handover: Created a keyword/motif library and a decision log so the design team could extend assets consistently across future campaigns.