My story
Hi, I’m Phi Yến.
I’m a designer, illustrator and cookbook author based in Rotterdam. Through Studio Phi, I help brands create visual identities that feel distinctive, thoughtful and full of character.
My work is inspired by food, culture, travel and everyday rituals. Whether I’m designing a visual identity, illustrating a cookbook or creating social content for a hospitality brand, I always look for ways to tell a story through design.
I believe good design should do more than look beautiful. It should create recognition, spark curiosity and help people connect with your brand.
Why work with me?
I create visual identities that feel unique and memorable, not generic or trend-driven.
Strategy and creativity combined
Every project starts with understanding your story, audience and goals. Beautiful design only works when it has a clear purpose.
Illustration as a storytelling tool
Custom illustrations add warmth, character and originality, helping brands stand out in a crowded market.
A consistent visual world
From branding and packaging to social content and print materials, I help create a cohesive visual language across every touchpoint.
Good collaboration is key
The best work comes from collaboration. I work closely with clients to ensure the final result feels authentic to their brand and vision.