No-obligation intro call
We clarify your starting point, goals and whether working together makes sense — free and without obligation.
Featured work
(03)
Strategy · Design · Systems
From idea to brand. From brand to experience.
I shape brands, businesses and digital systems that hold up in everyday operations — grown in my own restaurants, now working for retail, services and brands.
01Positioning
Not a consultant with slides. A business and process designer with locations of his own.
I have built, opened, operated and developed restaurant locations myself — with everything that entails: kitchen and service, technology and numbers, staff and authorities. That's why my advice comes from operations, not from theory.
Working with me means no isolated reports, but solutions that connect strategy, design, workflows, profitability and digital systems — and that still work on the busiest day of the year. In a restaurant just as much as in retail or services.
That includes honesty: of three locations I built myself, I deliberately run one today — I sold the other two, both high-revenue businesses, at a profit. A location isn't only something you build; it's something you can exit profitably too. Both are part of my work.
Learn more02Services
Five ways I support businesses
Whether new opening, running operation, brand building or digitalisation — every project starts with an honest analysis and ends with workflows that work. At home in hospitality, working for retail, brands and services.
- 01
Project Development
Site analysis, concept, spatial and interior planning, technology and opening — from empty space to running business.
- 02
Operations
Workflows, offer and assortment, purchasing, staff and leadership — for businesses that should run better than they do.
- 03
Digital Systems
Website, ordering and shop systems, vouchers, WhatsApp Business and internal organisation — digital where it truly helps.
- 04
Brand & Retail
Brand strategy, brand design and identity, licensing, PR and marketing all the way into retail — built first-hand with BOME.
- 05
Add-on Services
Clearly scoped packages: from location check to kitchen audit to the 90-day programme.
03What sets me apart
Custom furniture & interior build: spaces that exist nowhere else
I design and build benches, counters, tables and shelving to measure — made for real day-to-day operations, often at a fraction of catalogue prices. The result: spaces with character that fit the concept, not the furniture catalogue.
Especially in small or unusual spaces, a custom build is often the difference between "doesn't fit" and "perfectly used".
04Experience
Numbers from practice
3
locations built & operated first-hand
13+
years of entrepreneurial experience (since 2013)
20
businesses supported with know-how since 2022
8
years running my own brand & social media agency
05Working together
From intro call to a working operation
A clear seven-step process — started without obligation, implemented with structure, supported long-term.
- 01
No-obligation intro call
We clarify your starting point, goals and whether working together makes sense — free and without obligation.
- 02
Analysis
Site, operation, numbers or systems: I build an honest picture — on site during live service if needed.
- 03
Strategy & proposal
You receive a clear recommendation with prioritised measures and a transparent proposal based on scope.
- 04
Planning
Concept, space, kitchen, technology, systems or processes are planned in detail — aligned with budget and timeline.
- 05
Implementation
I actively support implementation: coordinating trades and suppliers, building systems, being where decisions are made.
— Belief
„I don't just design brands. I build systems in which businesses work.“
Charles Nguyen
References
Brands and businesses we've had the privilege to work with
Experience across brand development, media, retail, hospitality, events and regional corporate communication.
From owner-run businesses to well-known retail and corporate brands.
Our experience ranges from brand development, logo and communication concepts through media appearances and event formats to developing our own products and placing them in retail. We combine strategic thinking with hands-on implementation.
01
Brand & Identity
Brand positioning, logo development, visual identity and preparation of a professional brand architecture. With BOME we built a registered brand of our own, developed it across several locations and extended it with our own products and media formats.
02
Media & Public Presence
Experience with TV appearances, radio shows, newspaper articles, city magazines, press work and running events with public impact.
03
Product & Retail
Development of our own branded products such as the BOME Premium Blend, plus support with costing, packaging, retailer outreach and launching products into retail.
The brands and company marks shown serve solely as a reference to earlier projects or collaborations. Trademark rights remain with their respective owners.
06Contact
Let's talk about your project.
New opening, brand building, optimisation or digitalisation: in a no-obligation intro call we'll clarify where you stand and what the most sensible next step is.
Request an intro call
ed.emobniem@selrahcWhatsApp