SOI
Bringing Bangkok’s Vibrance to Richmond
BRAND STRATEGY | IMMERSIVE EXPERIENCE | MENUS & COLLATERAL
SOI’s identity was crafted to bring the energy of Bangkok’s street food culture to the heart of Richmond. Designed for a local chef’s culinary venture, the branding combined neon-inspired visuals, authentic cultural elements, and a striking colour palette to create a bold and immersive experience.
The Challenge
This collaboration with a Richmond-based chef and local café aimed to bring the vibrancy of Bangkok’s street food culture to life. Together, we developed SOI - a bold, daytime pop-up that merged authentic Thai flavours with a striking brand presence.
The challenge was to craft an identity that captured the energy of Bangkok’s bustling markets while seamlessly integrating into Richmond’s thriving food scene.
The Vision
SOI wasn’t just about the food—it was about creating an engaging, immersive experience. The identity needed to reflect the neon-lit energy of Bangkok’s street food culture while maintaining a clean, modern aesthetic suited to a café setting. Fresh herbs and flowers filled the space, enhancing the sensory experience, while an open kitchen allowed guests to see dishes being prepared, inviting them into the process.
Designed as a summertime pop-up, SOI embraced the warmth and vibrancy of the season, offering a fresh and spontaneous food experience that felt both exciting and authentic.
The Solution: A Bold Brand Identity
To bring this vision to life, we developed a striking brand identity inspired by Bangkok’s night markets. The electrifying logo and visual language mirrored the bold, neon signage found in Thailand’s bustling food hubs. Clean yet expressive, the logo subtly nodded to Thai script and urban street signs, ensuring SOI stood out as a distinctive and immersive experience.
Supporting the logo were three key neon-style icons—representing a Thai pestle and mortar, a salad bowl, and a banh mi—each symbolizing an essential part of SOI’s culinary offering. The pestle and mortar was not only a visual motif but an integral tool in the kitchen, reinforcing the connection between branding and authenticity. These elements extended beyond print, shaping the physical environment, with real pestles and mortars featured as both decorative elements and essential kitchen tools.
The Aesthetic: Punchy, Fresh, and Engaging
SOI’s brand identity was bold yet refined, balancing the vibrancy of Bangkok’s street food scene with the charm of an intimate café setting. The color palette centered around a striking magenta, contrasted with crisp white, creating a strong visual impact against the café’s lively and colorful interior. This focused contrast enhanced the neon effect, making SOI’s presence unmissable.
Printed Brand Elements
Every aspect of SOI’s branding was carefully considered across printed materials. Menus, signage, and takeaway packaging all carried the same bold, energetic aesthetic, reinforcing the brand’s punchy visual identity. Stickers and branded collateral extended the experience beyond the café, creating a lasting impression on guests.
The Impact
SOI quickly became a standout destination in Richmond, drawing in guests eager to experience its fresh and authentic take on Thai street food. Customers raved about the balance of bold flavors and fresh ingredients, with one visitor commenting, “It felt like stepping into a little piece of Bangkok—vibrant, delicious, and completely unique.” Another guest noted, “The branding and atmosphere made the experience even more special—it’s more than just great food; it’s a full sensory journey.”
Through strategic branding, immersive design, and a commitment to authenticity, SOI transformed from a simple food venture into a recognized culinary experience. The success of the pop-up reinforced the power of a strong brand identity in shaping a unique and memorable dining atmosphere.
SOI is a testament to the power of thoughtful branding—transforming a culinary vision into a thriving, memorable experience. The striking identity, combined with a menu of bold, fresh flavors, resonated with guests, leaving a lasting impression and setting a new standard for immersive pop-up dining in Richmond.