graphic codes
remixed for
a culinary
voyage

2x4 was invited to propose a visual identity for Louis Vuitton's first café and restaurant inside the Osaka Midosuji flagship—a transformative moment as the brand redefined itself as more youthful, colorful, and experiential. Led by acclaimed Japanese chef Yosuke Suga, the dining spaces occupy Jun Aoki's iconic building with its billowing sail-like facade inspired by Osaka's maritime history and interiors by Peter Marino.

The design explored the transportive idea of Le Voyage, drawing from bold nautical signage and urban graphic patterns—primary colors, geometric shapes, and wayfinding symbols—remixing the LV monogram with contemporary graphic language. Two distinct yet complementary visual identities were developed for the café and restaurant, celebrating Louis Vuitton's heritage while embracing a more lighthearted, immersive vision of luxury.

Studio: 2x4
Team: Michael Rock (Creative Direction), Sung Joong Kim (Art Direction)
Role: Graphic Design
Year: 2019






About
Me


I am a creative director working across brand strategy, identity, and experience. Formerly at Bruce Mau Design, Local Projects, and 2x4 — now working independently across culture and commerce.

Co-founder of speaklow, a curated gallery in a historic Brooklyn brownstone featured in T: The New York Times Style Magazine.

Saigon — New York






What
I do


Strategy — I define what a brand stands for by surfacing its core tensions and building the frameworks that sustain it.

Identity — I translate the strategy into visual systems, rigorous in structure, nuanced in feeling, and refined through craft.

Experience — I extend the identity into physical space, shaping how the brand looks and feels across every surface and atmosphere.






Get
in touch


Available for select commissions and collaborations — a direct creative partner to founders and leaders, from first conversation through final delivery. If what you're building demands
both craft and clarity, I'd love to hear about it.

duyphamk@gmail.com



About Me


I am a creative director working across brand strategy, identity, and experience. Formerly at Bruce Mau Design, Local Projects, and 2x4 — now working independently across culture and commerce.

Co-founder of speaklow, a curated gallery in a historic Brooklyn brownstone featured in T: The New York Times Style Magazine.

Saigon — New York


What I do


Strategy — I define what a brand stands for by surfacing its core tensions and building the frameworks that sustain it.

Identity — I translate the strategy into visual systems, rigorous in structure, nuanced in feeling, and refined through craft.

Experience — I extend the identity into physical space, shaping how a brand is felt across every surface and atmosphere.


Get in touch


Available for select commissions and collaborations — a direct creative partner to founders and leaders, from first conversation through final delivery. If what you're building demands
both craft and clarity, I'd love to hear about it.

duyphamk@gmail.com