Viet Kieu by Thi Bich Phuong Le
After escaping to Australia from the Vietnam War, Thi Le became an extraordinary chef and restaurant owner. This book tells her story, that of an innovative chef navigating two cultural worlds. We wanted the design to celebrate her vision and reflect her strength and gritty resilience, as well as her joyful energy and experimental passion.
Thi is very urban and contemporary, with a strong sense of design. Her minimalist restaurant interiors frame the colour and zing of the Vietnamese food, and we wanted the book to do the same.
The palette of colour pops – acid yellow, flag red, cobalt blue – evokes the hues of a Vietnamese produce market, set against the cooler Melbourne tones. The small design icons are used almost like ephemera, reminding us of the heritage of the food – shiso leaf, lotus, paper-fan. The photography is real and unadorned, almost photojournalistic, with black-and-white incidentals woven through the full-colour to bring a reflective quality. The styling is unpretentious and utilitarian, framing the beauty of the recipes. The sans-serif typography brings a sense of disciplined design and construction, aligning with Thi’s food as intelligent and artfully considered.
The cover captures the edgier, urban-professional version of Thi Le. This documentary-style portrait promises a personal story and a behind-the-scenes peek. It positions the book as more than just a collection of recipes – it feels embedded in the life of a professional restaurateur, offering insights and revelations. This mix of grit and poetry, heritage and urban edge, is what makes the project so distinct.
