The Peace Directory

A book for Pizza 4P’s Brooklyn, New York



“Would you like to try making a book called The Peace Directory?”


Kumkum asked me one day. He thought it would suit me and that I would enjoy making it.



The book introduces the people and places behind Pizza 4P’s Brooklyn, from the farmers and producers to the makers who help shape the space. It is a way of paying attention to where things come from, and to the people whose work we might otherwise overlook.






Kumkum gathered a board of references to give me a sense of the book’s look and feel. From there, I had the freedom to spend time with each partner’s story and explore how to bring it onto the page.

He encouraged me to trust my own response first, before worrying about whether someone else would like it.







I started with photographs from the team’s visits to farms and suppliers, shared by Kazuya Kubota. These visits were part of something Pizza 4P’s had been practising in Vietnam for fifteen years: getting to know where food comes from, who produces it, and how it connects us to people and nature. The photographs gave me a starting point. Kumkum encouraged me to look further into each partner’s story and experiment with the material.






I approached the book as an archive I could experiment with. I scanned vegetables, made postcards as small tributes to growers, illustrated a map of the Finger Lakes wine region, and drew another of Meridale for a family farm’s story. Throughout the process, Kumkum worked closely with me, giving feedback and helping shape how the illustrations, photo treatments and layouts came together.

As we worked through the pages, the intention stayed the same: to give some attention back to the people behind what arrives at the table I’m glad I could contribute through the things I enjoy making.








Thank you to Kumkum for trusting me with this work and guiding me through it, and to Kazu for his feedback and support. I’m grateful to have had a part in making this book.


Main Credits

Client: Pizza 4P’s US
Creative Agency: Ki Saigon
Creative Direction: Kumkum Fernando
Book Design: Kumkum Fernando & Luongdoo
Illustrations & Image Treatment: Luongdoo
Cover Illustration: Chung Hoang
Brand Direction: Kazuya Kubota
 ‘Có Lương Là Có Niềm Vui’      ‘Có Lương Là Có Niềm Vui’      ‘Có Lương Là Có Niềm Vui’      ‘Có Lương Là Có Niềm Vui’      ‘Có Lương Là Có Niềm Vui’      ‘Có Lương Là Có Niềm Vui’