Yum Thai needed a new identity design that connected well to the target audience and also to the Thai culture itself. The first goal was to create a new branding that made sense and was pleasing to look at.
I used a Thai hut roof as a small simple introduction to the culture, thick bold self made typography to symbolize strength and toughness as well as a strong foundation, that every building (and company) needs. At the bottom of the logo are chopsticks, the popular utensils used for Chinese, Japanese, and Thai cuisine and to tie it all together the use of the chili in the negative space of the “u” for the well known spice factor of Thai food to add an extra kick to the whole design.
I came up with the idea to design a wine menu with a illustrated face of the buddha made to go around a wine bottle.
