CHAPTER GRILL & DINING - VISUAL BRANDING

Our Menu:

Visual Branding

Creative Consulting

Art Direction
Production

FPDB Creative has collaborated with Chapter in their Visual Branding building from the very beginning. It's a great honor to be a part of their announcement in the Michelin Guide Book for 2023.

Primitive, bold, raw with flame - Chapter is all about authenticity with unique cooking skills in the most direct style. Chef Dung wants his customers to enjoy the taste of freshness, giving them the feeling of everything is just right from the raw ingredients - cooked by the skillful-hand and serve originally

Imperfect perfection - Chapter aims to archive all the beauty of nature, embrace the most primitive out of the fresh ingredients. All the elements like fire, stoneware, rustic steel, charcoal... create a mood of savory feeling in the most direct way.

Take a tour around Chapter, you will see all the raw textures are blending into the atmosphere. Wood, Stoneware, Rust on steel, Charcoal and Fire in the chef’s kitchen - even the plating plays an important role in serving Chapter’s spirit to customers.

When you have nothing to look at but food, no props around, no arrangements, what to do? Chapter chooses to play visually with materials, smoke and fire, creating the feeling of imperfect natural food. The ingredients of the dish appear in their freshest state through photos of classic Singles

The single dish is occasionally "sprinkled" with a few touches such as small burnt spots or firelight from the stove, igniting the "smoke and fire" spirit of a restaurant specializing in grilling. A background + a dish + a random touch. Those are the "rules of the game" of this photo series.

To chef Dung, the authenticity of ingredients has to be 100% respected. Nature has given us its best about food, all we have to do is to embrace it. Chapter offers their customers the best out of freshest ingredients, every of them.

As said, freshest is the bestest. At Chapter, each ingredient plays the important role in every dishes you taste. Meticulous chosen by kitchen team, you will be surely impressed by its rare taste and freshness!

Culinary world is the place where creativity could be born. There is no surprise that with the same ingredients, each chef will create his one and only dish out of it. Therefore, with Chapter, the creativity in the kitchen is where the team get excited the most. “The only limit is your imagination” - and Chapter team does imagine a lot!

Nothing vividly shows that artisan's touch like a Lifestyle shot. Every breath of fire, every spectacular flip, every wave of rising smoke keeps the soul of the Chapter alive. The texture must be scorched so that you can see both real fire and smoke in the dish.