Digital / 2026
Ngọc Hoà.
Since 2004, Ngọc Hoà has made the tương đen that gives phở khô Gia Lai its defining flavour. After collaborating on the KBGTBG documentary series in 2022, La Commune returned to create a digital experience around the workshop, its craft, and the transfer of knowledge from father to son.
The challenge
Ngọc Hoà is more than a product. The site needed to make the process behind it felt—soybeans, fermentation, engineering, place, and family knowledge—without reducing a deeply local craft to a conventional catalogue.
We designed and developed a non-linear website using new technical approaches to echo the making of the sauce. Documentary material, editorial frames, large-scale type, and purposeful motion carry visitors through ingredients, production, and the family story as one experience.
The documentary at the heart of the website experience.
Outcome
The platform gives Ngọc Hoà a digital home rooted in Pleiku and phở khô Gia Lai, while making room for the next generation to carry the craft forward.
The system was built to remain useful after launch, with clear rules the team can carry into future work.
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Behind the work
The people, process, and meals that informed the experience.
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