gieo

inspiring a sustainable future through the wisdom of vietnamese agriculture

in 2019, while researching my graduation project, i delved into the devastating impact of industrialized agriculture on climate change and public health—and the vital role of natural farming as a sustainable solution.

it also dawned on me that my vietnamese ancestors cultivated a rich agricultural heritage, rooted in thoughtful practices and refined culinary traditions. as globalization reshapes society and younger generations gravitate toward urban corporate life, this invaluable knowledge is quietly slipping away, yet it offers profound answers for today’s generation in their clueless pursuit of a healthy diet and a harmonious way of thriving with nature.

this realization drove me to center my project on natural farming—raising awareness within the vietnamese community and promoting mindful consumption.

year

2019

scope

brand identity / web design

mentor

ms. kieu-anh tran

collaborator

icon design: yên trần

mobile layout support: yên trần

demo video: âu dương tuấn, nguyễn quốc

desktop experience

mobile experience

the dual worlds of experiences

gieo is a hypothetical business chain offering natural farming produce while advocating for local, seasonal eating - rooted in the knowledge of the vietnamese agriculture.

its website operates in two realms—one as a marketplace, the other as the world of vietnamese ancestral dietary wisdom. seamlessly blending storytelling and e-commerce, it invites visitors to explore and reconnect with the wisdom of those who grow their food, farm wisely, and thrive harmoniously with nature.


the dual worlds of experiences

gieo is a hypothetical business chain offering natural farming produce while advocating for local, seasonal eating - rooted in the knowledge of the vietnamese agriculture.

its website operates in two realms—one as a marketplace, the other as the world of vietnamese ancestral dietary wisdom. seamlessly blending storytelling and e-commerce, it invites visitors to explore and reconnect with the wisdom of those who grow their food, farm wisely, and thrive harmoniously with nature.



blending cultural beauty with functional e-commerce

for centuries, the vietnamese have farmed in harmony with the land, attuned to seasonal cycles and soil characteristics. this deep agricultural wisdom is intricately woven into folklore, poetry, and literature.

inspired by this rich heritage, i weave elements of folk culture (legends, folk tales, folk poetry, proverbs) with interactive maps and hidden easter eggs into a seamless fusion of e-commerce and cultural exploration. the visual language reflects a raw, untamed beauty—yet remains wise, playful, and effortless—capturing vietnam’s distinct aesthetic sensibility.


blending cultural beauty with functional e-commerce

for centuries, the vietnamese have farmed in harmony with the land, attuned to seasonal cycles and soil characteristics. this deep agricultural wisdom is intricately woven into folklore, poetry, and literature.

inspired by this rich heritage, i weave elements of folk culture (legends, folk tales, folk poetry, proverbs) with interactive maps and hidden easter eggs into a seamless fusion of e-commerce and cultural exploration. the visual language reflects a raw, untamed beauty—yet remains wise, playful, and effortless—capturing vietnam’s distinct aesthetic sensibility.




©2025 vy mai. all rights reserved

©2025 vy mai