Overview: Grai Vietnam is a contemporary ethnic restaurant that aims to provide a unique dining experience by showcasing the hidden beauty and kindness of the Jrai ethnic community in Vietnam. The restaurant combines delicious food, beautiful decorations, and an ethnic atmosphere to create a cherished experience for its patrons.

Concept and Inspiration: Grai Vietnam draws inspiration from the rich cultural heritage of the Jrai community, particularly their tradition of caring for family and creating intricate thread-knitted costumes and decoration items. The design concept revolves around community spirit, with a visual focus on the communal house (Rong house), a common gathering place for the ethnic community.

Visual Identity: The project’s key visual incorporates elements that symbolize the spirit of community. The letter “A” in the logo is inspired by the shape of the Rong house, reflecting the importance of the communal space. The height of the letter signifies the features of the Highlands, characterized by high mountains. The supporting font conveys a friendly and human touch, reflecting the welcoming nature of the restaurant. Thick, striped arrays reminiscent of mountains and forests add a sense of strength and majesty to the visual identity.

Illustrations and Materials: Simple illustrations of traditional elements such as gongs and the Rong house are used throughout the visual identity to evoke ethnic charm. The length of the identity, represented by stripes, is consistently used across various brand materials. To enhance the tactile experience, fine art paper with a texture resembling the material of the Rong house roof is used for printing, adding a touch of authenticity.

Colour Palette: The colour palette consists of red, black, light yellow, and blue. Red and black symbolize strength and power, while pale yellow represents warmth and hospitality. Blue represents the weavings of the Jrai community, a significant element of their visual identity.

Interior Design: The restaurant’s interior design balances luxury and cosiness. Ethnic patterns and motifs are incorporated into the materials and graphic elements, creating an immersive experience for the diners. Combining rustic materials with a modern spirit adds a contemporary touch while preserving the authenticity of the ethnic aesthetic. Bringing a New Perspective: Grai Vietnam aims to bring the spirit of ethnic minorities to a broader audience, offering a fresh perspective on their traditions and culture. Combining traditional elements with contemporary design, the restaurant strives to provide a memorable dining experience that educates and delights guests.

Conclusion: Grai Vietnam is a design-driven restaurant that celebrates the contemporary beauty of ethnic culture in Vietnam, mainly inspired by the Jrai community. By showcasing the hidden beauty and kindness of the Jrai community, Grai Vietnam aims to create a broader understanding and appreciation for Vietnam’s rich ethnic heritage. Through its visual identity, interior design, and attention to detail, Grai Vietnam offers a unique dining experience honouring tradition while embracing a modern approach.