Sawasdee Rebrand

School Days:  Sawasdee: Authentic Thai Cuisine / Local Restaurant Rebrand

This was an assignment given during an Art Direction course while in school.  The project required that a local restaurant be rebranded, Sawasdee was the restaurant I picked from a long list of choices. I was required to create branding that would attract a different demographic than what the it usually attracts.

Sawasdee is defined as being a greeting consisting of a slight bow, with the palms pressed together in a prayer like fashion.

The brandmark uses a chili pepper that mimics the shape of the letter S. The chili pepper is used because of its prominent use within thai cuisine, that often gives the food its spice. The chili was also used to avoid any obvious cliches associated with bowing or greeting. I felt it better communicates spiciness to the consumers unfamiliar with thai cuisine.

Touch Points include: storefront mockup, menu, business cards and carryout box.



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