Dragonfly in Vietnamese means: “Chuồn Chuồn”. The architecture of Chuon Chuon Bistro & Bar is designed with the aim of preserving and maximizing the existing natural features, coexisting harmoniously with the surrounding nature.

Located on Sao Mai hill, at the central position of Phu Quoc island – Vietnam, Chuon Chuon Bistro & Bar is one of the highest points where you can indulge to the fullest. With a fairly spacious area, both indoors and outdoors, Chuon Chuon Bistro & Bar is always filled with light and greenery. In every nook and cranny, it evokes different thoughts and emotions in each visitor, creating a sense of excitement, and a strong desire to come back multiple times.

The current branding of Chuon Chuon Bistro & Bar has not been optimized in terms of application and a cohesive storytelling. It has not created a unique and visually memorable impression on people and failed to leave a lasting image in their minds. The brand identity elements do not effectively and clearly represent the distinctive characteristics and essence of Chuon Chuon Bistro & Bar – which is more than just a coffee shop but a Bistro model designed to cater to the needs of visitors.

To leverage the prominent features of the brand and incorporate them into the visual identity, it is necessary to better highlight and position the brand’s model with customers. Standardizing and enhancing the artistic and creative value of the design within the brand identity system will be essential. Optimizing the application of identity elements across both offline and online platforms should also be prioritized.

In the F&B scene of Phu Quoc, Vietnam, the focus is primarily on exploring local specialties, seafood, beachside restaurants/bars, and beach views to attract visitors. However, Chuon Chuon Bistro & Bar takes a different approach by highlighting the unique perspectives of Phu Quoc. In addition to the beautiful beaches, Phu Quoc also boasts mountains and a national rainforest with diverse ecosystems.

Based on the selected elements, InSpace aims to provide a solution that optimizes the design imagery, explores the different perspectives of nature, and transforms them into design language. By combining simplicity and messaging in the use of typography, the design will create an elegant, simple, yet impactful style.

Introducing the image of the dragonfly (Chuồn Chuồn) into the brand identity gracefully and artistically will serve as a distinctive focal point, acting as a brand icon. Establishing a cohesive design system, including illustrations and colors that embody unique characteristics and versatility, will allow for easy application in various settings. This approach will enable visitors to experience Chuồn Chuồn Bistro & Bar through all five senses, creating an immersive and memorable experience.

The Key Visual system is built upon the story of Dragonfly, engaging all the senses to create a captivating experience at Chuồn Chuồn Bistro & Bar:

Hearing: Listening to the natural soundscape.
Seeing: Beholding the scenic views of mountains, forests, and the sea.
Smelling: Savoring the salty scent of the ocean and the fragrant aroma of the surrounding vegetation.
Tasting: Delighting in the flavors of the cuisine and beverages.
Feeling: Experiencing the distinct ambiance and atmosphere.

By incorporating these sensory elements, guests can fully immerse themselves and always remember the image of Chuồn Chuồn Bistro & Bar as a place that offers not just a cup of coffee, but also a plethora of experiences and emotions awaiting their arrival.