Osha Thai
Osha Thai is a fancy Thai fusion restaurant in San Francisco. The goal of this project is to design more appropriate brand identity, website, menu, and digital screen display through re-branding.
Role
Branding
Tools
Illustrator, Photoshop, After Effects
About Osha Thai
– It is a Thai Restaurant.
– The owner has six restaurants in San Francisco.
– ‘Osha’ is an old Thai word, and the meaning of it is ‘delicious’.
Location
Close to Market St and Embarcadero
Space
Divided many sections – Party room, Lounge, etc.
Fancy interior design – Traditional Thai theme and modern decoration.
Different design of tables and chairs.
Food
Most of food’s names and looks are typical Thai dishes.
Some of the dishes have good decoration.
The taste is American style of Thai food. (Modern Thai Food & Fusion)
The price is more expensive than normal restaurant, but it is acceptable.
Service and Environment
Like: Kind reception, reasonable waiting time for food, elegant atmosphere.
Dislike: Dividing many sections, fancy and complicated interior design, some cold services, service time, logo design.
The Concept of the Establishment
‘To serve customers the Bay Area’s best authentic traditional and modern Thai food in an elegant space.’
Concept Development
Improvements for more special
– Elegant ambiance with a show of unity
– Unique elements with visual accessibility
– Balance of modern styles and traditional styles with more options
Target markets
– Osha Thai is originally family’s enterprise although it is getting bigger.
– It could be for everyone, but the target is usually The middle class of Americans and probably local food snobs.
Brainstorming concept list
Buddhism style colorful mood and decoration.
Harmony of modern and tradition, East and West.
Clubby with unique beauty.
Pitch
‘Located in the heart of San Francisco, Osha Thai is one of the best Thai restaurants in Bay Area. With its unique and elegant atmosphere, it provides you the best authentic traditional and modern Thai food. It can serve you several versions of Thai dishes with the balance of each ingredient’s flavor. Because Osha Thai really cares to prepare each dish, you will enjoy with the food. Not only food, but also the colorful Thai style decorations and ambiance will make your feeling more spe- cial. Visit its website, and join at any business hours! Thank you.’
Color Specifications / Typography
Color Choices
Typography
Brand Logo
Logo 1
Logo 2
Symbol Mark
Exclusion Zone / Clearspace
Forbidden Usages
Advertisement
Collateral
Business card
Signage
Merchandise
Take out bag & box
Website Design
Sitemap
Menu (Interactive Design)
Prototype Video
Screen Display (Daily Specials)
Prototype Video
