Mabel Wine Bar & Kitchen — Digital Brand Launch

A new venue, many channels at once

A new wine bar has to be found, read and booked from opening day.

Mabel opened on the fifth floor of 110 Phan Kế Bính. New guests can meet it in many places: Facebook, Instagram, Google Maps, the website or a card on the table. If every place says something different, guests have to piece it together. Hang Đôi turned those channels into one system: one name, one voice, one path to a table.

Hang Đôi's role

Set up: Identity across channels
Build: Website, digital menu, booking
Keep: A monthly social rhythm

The brief · three things guests must be able to do

01
Find it
Name, address, opening hours and imagery match across Facebook, Instagram and Google Maps.
02
Read it
The menu and wine list read well on a phone, open from a QR code and come in five languages.
03
Book it
Guests choose a date, party size, time and seat on the website, then hear back from the team.

02 / Approach

One identity.
Shared by every channel.

Hang Đôi started with Mabel's type, colour and voice. The same rules then went into social media, Google Maps, the website and the printed pieces on the table.

Wordmark · SVG

The Mabel wordmark as SVG, shared by the website, social media and print.

Burgundy palette

Claret black#190607
Mabel red#B3261E
Burgundy#8C1A15
Ivory#F3EFE8
Champagne#E0D69C

Claret black grounds, red for the booking button, champagne for accents.

Type

Bodoni Moda

Pour slowly. Stay longer.

Be Vietnam Pro

Aa Ăă Đđ Ơơ Ưư · 0123456789

Bodoni Moda for headings, Be Vietnam Pro for body text.

Voice

Tone & Voice Guide

FacebookVietnamese
InstagramEnglish

One voice guide for both channels.

01
Identity
Wordmark, type, palette and voice: what stays the same across channels.
02
Digital channels
Facebook, Instagram and Google Business Profile share one name, imagery and set of details.
03
In the venue
QR codes, table tents, reservation cards, flyers, offer cards and vouchers lead guests online.
04
Website & booking
Five pages, five languages, a digital menu and floor-plan booking: where every channel leads.

03 / Deliverables

Set up once.
Then a monthly rhythm.

The scope covers a one-off Digital & Social Setup, the mabelwinebar.com website, and monthly social media operation from October 2026.

One-off

Channels & details

Facebook and Instagram standardised
Google Business Profile / Google Maps
Brand details across channels
Basic tracking

One-off

Digital menu & booking

Digital menu, optimised for QR
Booking page
Linked path: Social → Menu → Booking → Maps

One-off

In-venue print

QR for menu, booking and social
Table tent, reservation card
Flyer, offer card, voucher
Basic POSM

Website

mabelwinebar.com

5 pages: Home · Menu · Wine · Visit · Reserve
5 languages: VI / EN / JA / KO / ZH
SVG wordmark, Bodoni Moda × Be Vietnam Pro, burgundy palette
Menu and wine list built from data, with an approval status
Booking with a fifth-floor table plan and an admin area

Foundation

Voice

Tone & Voice Guide
Facebook written in Vietnamese
Instagram written in English

Monthly · from Oct 2026

Social media operation

Content plan
Photo posts, carousels, reels
Copywriting and design
Publishing on Facebook & Instagram
Performance tracking

04 / Guest journey

Every channel leads
to the next step.

Guests see Mabel on social media, open the menu, book, then open the map to find the venue. At the table, QR codes take them back to the menu, the booking page and Mabel's channels.

01Social
Social channels
- FacebookVietnamese
- InstagramEnglish
→ Menu→ Booking
Facebook in Vietnamese, Instagram in English. Posts and profiles lead to the menu and to booking.
02Menu
The digital menu opens from a post or a QR code and reads section by section on a phone.
03Booking
Pick a date, party size and time, then choose a seat on the table plan.
04Maps
Google Maps
5F · 110 Phan Kế BínhHanoi
Google Business Profile
Google Business Profile and Google Maps match the website and social channels on name and address.

In the venue

QR menu
QR booking
QR social
Table tent
Reservation card
Flyer · offer card · voucher

Print on the table brings guests back to the menu, booking and Mabel's channels.

Basic tracking sits on the main links of the journey.

05 / Website

Five pages.
Five languages.

mabelwinebar.com has Home, Menu, Wine, Visit and Reserve. Every page comes in Vietnamese, English, Japanese, Korean and Chinese.

01Home
Opens with the room, opening hours and a booking button.
02Menu
The menu in sections, each a sheet with its own illustration.
03Wine
A wine list set like the printed one, grouped by style and region, with style filters.
04Visit
The room, the way up to the fifth floor and the seating plan.
05Reserve
Date, party size and time on one screen.

Menu page: the Antipasti section with its illustration — 02Menu

Wine page: sparkling and Champagne with a region map — 03Wine

Visit page: Know the room before you arrive — 04Visit

Reserve page: date, party size and time — 05Reserve

One home page, five languages.

The language switch keeps guests on the same page. The venue name and address stay the same in every version.

Mabel home page in Vietnamese on a phone

Data: The menu and wine list are built from data, not photos of a printed menu.
Approval: Each dataset has an approval status; dishes and wines go live only once approved.
Type & colour: SVG wordmark, Bodoni Moda × Be Vietnam Pro, burgundy palette.

Captures of mabelwinebar.com. Prices and phone numbers are hidden.

06 / Booking

Choose a table
on the fifth-floor plan.

The booking page asks three things first: date, party size, time. Next, guests pick an area or tap a table on the plan. Requests land in the admin area for the team to confirm.

Mabel fifth-floor plan: three two-person window tables, two four-person tables, a curved bar, the wine wall, kitchen, WC, entrance, lift and stairs — The fifth-floor table plan, used on the Visit page and in the booking form. Scroll sideways to see the whole plan.

01Date · guests · time
Three choices on one screen, then Continue.
02Seating
Bar, window, dining table, or tap a table on the plan.
03Send the request
Guests leave a name and phone number.
04Confirmation
Requests land in the admin area; the table is confirmed when the team contacts the guest.

The admin area is the venue's internal tool, so it is not shown here.

07 / Social media operation

Since October 2026, Hang Đôi has run Mabel's Facebook and Instagram month by month, following the same Tone & Voice Guide.

This case does not publish sample posts or Mabel's channel figures.

08 / Applications

One system,
many touchpoints.

Each touchpoint has one job: move the guest to the next step.

01
Facebook & Instagram profiles→ Menu, booking
02
Monthly posts→ Booking
03
QR codes on the table→ Digital menu
04
Table tents, reservation cards→ Booking page
05
Flyers, offer cards, vouchers→ Mabel's channels
06
Visit page→ Google Maps directions

The content above describes the scope of work and what Mabel has published. This site does not publish client business figures: reach, revenue or booking numbers.

Quick facts

Questions about the project.

What did Hang Đôi do for Mabel?

Standardised Facebook, Instagram and Google Business Profile; made the digital menu, the booking page, the Social → Menu → Booking → Maps link path and in-venue print; built mabelwinebar.com; wrote the Tone & Voice Guide; and since October 2026 runs social media monthly.

What is on the Mabel website?

Five pages (Home, Menu, Wine, Visit, Reserve) in five languages (VI, EN, JA, KO, ZH). The menu and wine list are built from data with an approval status; booking has a fifth-floor table plan and an admin area for the team.

Where do the images come from?

Screenshots of mabelwinebar.com, which is already public. Prices and phone numbers are hidden.

Does the case include results?

No. It describes the scope of work and the published product; this site does not publish Mabel's business figures.

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Your brand's next step

Opening soon and need every channel to lead to a table?

Send Hang Đôi the venue name, planned opening date and the channels you already have. We will propose a scope: channel identity, website, digital menu, booking and a monthly content rhythm.

Discuss a project View all case studies

From the feedto the table.

A new wine bar has to be found, read and booked from opening day.

Find it

Read it

Book it

One identity.Shared by every channel.

Tone & Voice Guide

Identity

Digital channels

In the venue

Website & booking

Set up once.Then a monthly rhythm.

Channels & details

Digital menu & booking

In-venue print

mabelwinebar.com

Voice

Social media operation

Every channel leadsto the next step.

Five pages.Five languages.

One home page, five languages.

Choose a tableon the fifth-floor plan.

After opening day,channels still need a rhythm.

Facebook speaks Vietnamese. Instagram speaks English.

Three formats for the monthly calendar.

One system,many touchpoints.

Questions about the project.

More food and beverage partnerships.

Akimitsu

Sân Ga

Xi Nê Bistro & Jazz

Opening soon and need every channel to lead to a table?

From the feed
to the table.

One identity.
Shared by every channel.

Set up once.
Then a monthly rhythm.

Every channel leads
to the next step.

Five pages.
Five languages.

Choose a table
on the fifth-floor plan.

After opening day,
channels still need a rhythm.

One system,
many touchpoints.