Background. Lang Suan is a rebranding project of to a thriving Thai restaurant and takeaway in Sydney.
The client left me room for creativity and I had fun creating a design that can look western while embracing the urban street food style of the Lang Suan area in Thailand. My brief was to reinvent their visual brand identity to make the restaurant better stand out in the mall and attract more customers. To make Lang Suan’s visual image more unique and diversify it from the competition I decided to emphasise the ethnic character of the restaurant, taking inspiration from Thai culture.
Creative Process. Firstly, I created a custom typeface by making a crossover between the western and the Thai alphabet, integrating elements of the Thai letters into the serifs of a European typeface. The result is a unique logo whose lettering clearly evokes an Eastern-Asiatic feeling, defining the ethnicity of the venue.
To enhance this effect I created a series of illustrations representing hands in characteristic poses of the Thai dance, which is characterized by slow, almost hypnotic graceful hands movements. The hand elements were perfect to be integrated in a fun way inside the brand, enriching packaging and immediately conveying the street food style. All this while keeping a refined look that reflects the impeccable service of the establishment. I also playfully added red chopsticks to some of the hands’ poses to add a sparkling note of bright colour and to visually remind and reinforce the idea of the takeaway service offered.
Brand Colours. The colour palette has been chosen to match the Thailand flag colours, hence reinforcing the ethnic feel of the visual identity, while also creating an elegant look. This resulted in a perfect combination to appeal to prospects, luring them into experiencing refined Thai cuisine inside an authentic street food style establishment.