Kiet Hoang
Account Manager
Hien Trang
Writer
Dylan Nguyen
Designer
Background
Cham Restaurant, located in the luxurious Melia Hanoi, brings the charm of 1960s Hong Kong to life through its refined Cantonese cuisine. Inspired by the cinematic beauty of In the Mood for Love, Cham offers an elegant dining experience that blends nostalgia with modern sophistication. They wanted to refine their branding and menu design while crafting a strong creative direction for social media to showcase their unique concept.
The Challenge
While Cham already had a menu, its photos were incomplete and didn’t fully reflect the restaurant’s vintage Hong Kong aesthetic. The design needed to match the restaurant’s immersive concept while also providing a more structured and visually compelling way to showcase its dishes. Additionally, Cham’s social media presence required a creative refresh to better align with its refined and nostalgic identity.Menu design, photography, content creation
Results
We redesigned Cham’s menu using craft paper textures and traditional motifs to create a vintage yet refined aesthetic. Subtle details, like Hong Kong-inspired patterns and dipping sauce bowls, enhanced the immersive dining experience while staying true to the restaurant’s concept. Alongside the menu revamp, we managed Cham’s social media, curating content that showcased its nostalgic ambiance and elegantly plated Cantonese dishes. To further reinforce the theme, we applied vintage-style photo editing to food imagery, striking a balance between nostalgia and high-end appeal. This creative refresh strengthened Cham’s brand identity, increasing engagement and positioning it as a must-visit destination for Cantonese cuisine in Hanoi.
