Tèn Ten: Authentic Hanoi in NYC
When we set out to create Tènten, the it was simple: to carry the authentic flavors of Hanoi across the ocean and let them land in New York with the same warmth, energy, and familiarity they were born with.
We worked alongside the Founders to translate more than just recipes. We translated atmosphere. Memory. The layered vibrancy of a Vietnamese festival with red lanterns glowing, street vendors calling, friends gathering shoulder to shoulder into a brand language that could live confidently within Western culture.
The challenge wasn’t to “Westernize” Vietnamese cuisine. It was to let it stand proudly as it is: bold, balanced, expressive, while shaping a visual identity and spatial experience that resonates with New York’s fast, eclectic rhythm.
Year
2023
Client
Tèn Ten NYC
Services
→ Brand Identity
→ Naming Workshop
→ Packaging Design
Together in one perfect bite.
The name “Tènten” echoes the playful ta-da sound of Vietnamese fanfare.
The sound of a drumroll before something delightful appears. It captures that exact feeling we wanted every guest to experience: a small moment of surprise, followed by comfort. A taste that feels both new and strangely familiar.
Northern Vietnamese festivals are vibrant yet grounded. Red banners with golden lettering. Hand-painted announcements tied between trees.
Folk-art motifs framing bold type. We translated that visual language into a contemporary typographic system that feels expressive but not chaotic, nostalgic but not dated.
