Soï Bangkok.
Brand design
Visual systems
Sign design
Brand design
Visual systems
Sign design
Soï Bangkok.
Soï Bangkok.
Brand design
Visual systems
Sign design
Context.
Soï Bangkok is a Thai street food restaurant in Bordeaux, founded by a chef originally from Bangkok who grew up in the city and learned cooking directly from its street food culture.
Driven by strong ambition and confidence in the quality of her cuisine, the goal was to position the brand in a more premium segment than what is usually associated with Thai street food restaurants.
The challenge was to build an identity that avoids the expected visual clichés of Asian food branding, while staying deeply rooted in an authentic and real culinary culture.
Context.
Soï Bangkok is a Thai street food restaurant in Bordeaux, founded by a chef originally from Bangkok who grew up in the city and learned cooking directly from its street food culture.
Driven by strong ambition and confidence in the quality of her cuisine, the goal was to position the brand in a more premium segment than what is usually associated with Thai street food restaurants.
The challenge was to build an identity that avoids the expected visual clichés of Asian food branding, while staying deeply rooted in an authentic and real culinary culture.
Approach.
The approach was based on the idea that the restaurant’s premium character should not be built in opposition to street food, but through a more contemporary and refined interpretation of it.
Instead of relying on visual codes traditionally associated with Thai cuisine, the identity was built around what makes the project unique: its story, its founder, and her vision of food.
This approach helped create a more personal and distinctive brand, able to express both the authenticity of its roots and the ambition of its positioning.
Approach.
The approach was based on the idea that the restaurant’s premium character should not be built in opposition to street food, but through a more contemporary and refined interpretation of it.
Instead of relying on visual codes traditionally associated with Thai cuisine, the identity was built around what makes the project unique: its story, its founder, and her vision of food.
This approach helped create a more personal and distinctive brand, able to express both the authenticity of its roots and the ambition of its positioning.
Visual systems.
The visual system is built around an illustrated portrait of the chef, designed as the brand’s main recognition asset. More than a logo, it brings a human presence and creates an immediate connection with the restaurant’s story.
This expressive element is balanced by a clean and structured typography, chosen to support the brand’s premium positioning while maintaining strong readability.
The shapes used across signage and communication materials are inspired by Bangkok’s Soï street signs. Reinterpreted through a more contemporary graphic language, they bring a distinctive quality to the system and reinforce its cultural roots.
The colour palette combines cream and black tones with a warm orange inspired by Thai visual references, creating a balance between character, friendliness, and sophistication.
Visual systems.
The visual system is built around an illustrated portrait of the chef, designed as the brand’s main recognition asset. More than a logo, it brings a human presence and creates an immediate connection with the restaurant’s story.
This expressive element is balanced by a clean and structured typography, chosen to support the brand’s premium positioning while maintaining strong readability.
The shapes used across signage and communication materials are inspired by Bangkok’s Soï street signs. Reinterpreted through a more contemporary graphic language, they bring a distinctive quality to the system and reinforce its cultural roots.
The colour palette combines cream and black tones with a warm orange inspired by Thai visual references, creating a balance between character, friendliness, and sophistication.
Font in use.
Font in use.
Authentic Thai cuisine, original recipes, cooked with passion.
“A wink to Bangkok’s streets.”
Saffron Soul.
Siam Silk.
Midnight Soi.
System in use.
System in use.
Final applications.
The system was designed to exist naturally within the restaurant environment, where the identity needs to be as effective from a distance on signage as it is in direct contact with customers.
The portrait, the Bangkok Soï-inspired shapes, and the typographic language appear across different touchpoints, creating a consistent presence without relying on a single brand asset.
This approach allows the identity to maintain its character while adapting to the everyday needs of the restaurant.
Final applications.
The system was designed to exist naturally within the restaurant environment, where the identity needs to be as effective from a distance on signage as it is in direct contact with customers.
The portrait, the Bangkok Soï-inspired shapes, and the typographic language appear across different touchpoints, creating a consistent presence without relying on a single brand asset.
This approach allows the identity to maintain its character while adapting to the everyday needs of the restaurant.
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