LaFuong’s Journey
We co-founded with LaFuong Chef in 2021, the brand was built as a real-world exploration of how design thinking could extend beyond visual identity and become part of the business itself. Every decision from brand positioning and customer experience to product launches and creative campaigns was approached through our lens of design.
When we co-founded LaFuong Pastry, our ambition extended far beyond opening another pastry shop. We set out to build a direct-to-consumer lifestyle brand, where every touchpoint from the recipes to the packaging and customer experience, would express the same philosophy of thoughtful craftsmanship.
Reimagined the pastry experience in Vietnam, allowing our customers to saviour exquisite French entremets and premium cakes in the comfort of their own home.
Our mission with LaFuong was to
Build a Lifestyle D2C pastry experience.
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Discover the Opportunity
Every venture begins with understanding the market before defining the brand.
We researched the premium pastry landscape, benchmarked local and international bakery brands, and analyzed product hierarchies, pricing models, service experiences, and consumer behavior.
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Craft the Product
Working closely with our Head Chef, we refined recipes and visual presentation to suit Vietnamese tastes while maintaining the standards of contemporary French pastry.
Alongside product development, we designed packaging solutions that preserve delicate entremets throughout delivery without compromising the premium unboxing experience.
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Define the Brand
Before creating the identity, we defined what the business should stand for.
From brand DNA and positioning to product strategy, pricing, and the overall D2C business model, we established a clear strategic foundation that differentiates LaFuong beyond its products, building a brand people choose not only for its cakes, but for the experience it represents.
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Design the Experience
Strategy comes to life through every customer touchpoint.
We created LaFuong's visual identity, packaging system, website, and digital presence as one cohesive ecosystem. Every interaction was designed to make the brand feel refined, memorable, and unmistakably LaFuong, turning everyday pastry into a lifestyle experience.
LaFuong's illustration style consists of careful yet airy, hand-drawn strokes reminiscent of those commonly found in vintage French magazines. Each illustration is intended to symbolize the values pursued by LaFuong, whether it is Chef's dedication, the ease of delivering cakes to customers, or the comforting times when everyone enjoy the cake together.
Let the Entremet shines
We created the packaging for LaFuong's products with a minimal aesthetic to reduce the need for excessive printing. In order to produce an appealing accent, the silver embossed logo is used on high-quality paper, combined with color labels that indicate the flavor of the cake.
Dressing the Brand
More than a dress code, the uniform becomes part of the experience. Ensuring that every interaction, from the kitchen to the counter, feels consistently and unmistakably LaFuong. Clean silhouettes, natural tones, and thoughtful details create a refined and approachable appearance, allowing every chef and team member to embody the same spirit of care behind each pastry.
