In my second-level graphic design course at The University of Miami, each student was randomly assigned a country and asked to develop the concept and identity for a restaurant serving the food of that country. I was assigned Thailand, and rather than a traditional restaurant I chose to develop the concept of a street food eatery serving smaller dishes and snacks; a place that would carry the bright flavors of Thai food but have a more casual atmosphere of street market food stalls.
In developing this identity, I looked at images of Thai street markets, food stalls, Thai signage, cities, and foods. I also looked through other restaurants that had a similar feel to what I was going for - a casual but slightly modern feel, something that would work as a daytime restaurant and nighttime place to socialize with small plates and drinks.
My development of the logo was inspired by the curves and angles of typography from Thai street and market signs as well as neon signs, and the final logo alludes to the neon signs that could be found hanging above the busy nighttime Thai streets.
The forms and colors of the brand also draw from street sights: The "daytime identity" is lighter and the pattern elements resemble market stand umbrellas from up above. The "nighttime identity" contrasts with a dark base and a pattern built from neon sign shapes and colors as well as ingredients like kaffir limes, birds-eye chiles, and curry pastes.
The final materials I designed for this brand include the logo, two menus, coasters, business cards, and stationery.