Project 05
Vietnamese BBQ: Redesigning Cultural Entry Points
Client: Pi Pizza
Role: Art Director
How might we use the familiar "visual language" of American BBQ to introduce diners to lesser-known Vietnamese flavors?
Context: Most diners' perceptions of Vietnamese cuisine are limited to Pho and Banh Mi, creating a barrier to exploring more traditional, regional dishes.
Action: I collaborated with a Pit Master to design a fusion dining experience in Portland. We used the "American BBQ" format as an accessible framework to present complex, unfamiliar Vietnamese ingredients.
Impact: Created a successful cultural bridge that used strategic "fusion" as a tool for education, making new flavors approachable through a familiar dining ritual.
Context: Most diners' perceptions of Vietnamese cuisine are limited to Pho and Banh Mi, creating a barrier to exploring more traditional, regional dishes.
Action: I collaborated with a Pit Master to design a fusion dining experience in Portland. We used the "American BBQ" format as an accessible framework to present complex, unfamiliar Vietnamese ingredients.
Impact: Created a successful cultural bridge that used strategic "fusion" as a tool for education, making new flavors approachable through a familiar dining ritual.