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I created the branding for Chang Thai Cuisine for an assignment in my branding and identity class. We were assigned a type of restaurant but got full creative freedom with the name, logo, and other branding elements. I love Thai food, so I was very excited to be assigned this type of restaurant. I wanted to make Chang feel like a real restaurant that I would want to go to. I chose to target a mid-level price range because I felt that it would be a fun challenge to toe the line between lower and higher-end restaurants in my branding decisions.
Designer
Illustrator
Researcher
Brand & Identity
Collateral Design
Adobe InDesign
Adobe Illustrator
Adobe Photoshop
4 weeks
For the restaurant, I decided on the name Chang Thai Cuisine. "Chang" means elephant in Thai, which I chose both because elephants are an important part of Thai culture and national identity and because my concept for the restaurant was that a portion of the profits would be donated to an elephant sanctuary in Thailand. I chose "Thai Cuisine" as the tagline because it is straight to the point and also because it flows better verbally than "Chang Thai Restaurant" would.
If I could describe the Chang brand in just 3 words, it would be colorful, inviting, and modern. I wanted this restaurant to be a fun, trendy place for people to experience Thai food and culture, as well as spend time with friends and family. The colors and style aim to attract a slightly younger, more trendy audience.
I envisioned this restaurant as being located in Philadelphia, so I did thorough research on the mid-price Thai restaurants in Philadelphia to be sure I was building a brand that would stand out. In this research, I found that most of these restaurants seemed to have a somewhat serious atmosphere and appearance. None of them really seemed to be appealing to a younger target demographic, either. By having such colorful and fun brand elements and by targeting a younger audience, Chang sets itself apart from its local competitors and fills a gap in the market.
Chang Thai Cuisine's Logo is part of a 4-part responsive system, so that it can adapt to fit a number of different environments.
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