Brand Identity, Art Direction, Interior & Environment guidelines
Branding design for a Thai restaurant in Korea. The goal is to illustrate Thainess in a way that is rarely seen, focusing on authentic Thai objects and details that are often overlooked. By selecting and combining these elements, the design conveys a unique, fun, and beautifully overlooked sense of Thai culture.
The concept centers on the sunlight that defines Thailand’s tropical climate. The deep connection Thai people have with the sun is a root of the richness found in Thai cuisine. This idea is reflected in every design element, from the use of cyanotype, a printing technique that harnesses sunlight to create visuals, to the interior guidelines that help visitors in a cold country like Korea feel the warmth of Thailand when they enter Yongdong Pochana.