Mae Kha
Por Kha
Brand Identity
Procreate | Illustrator | InDesign | Photoshop | Maya | Substance Painter | Figma
This project focuses on designing a brand guideline for a fictitious brand and client. The restaurant brand is based on a real business going through a rebranding with a unique client backstory. The project’s main objective is to create a brand for the client from start to launch.
The client's backstory is based on Nate meeting his Thai wife, Ploy, during his time studying culinary arts in Thailand. This is the journey of Nate and Ploy as they take over Nate's family restaurant, Laksa King, and transform it into an authentic Thai street food restaurant.
01
Research
Location
L'Atelier, located at 2556 East Hastings Street in Vancouver's Hastings-Sunrise neighborhood, is the chosen site for the rebranding project. It's one of Vancouver's oldest neighborhoods with a rich cultural and industrial history. Completed in 1995, Paul Merrick Architects converted this 1920s workshop into a loft-style building.
Competitors’ visual Language
LOGO
Geometric shapes
Traditional style illustrations
Thai phrases spell out in English
Vibrant color palette
Usage of background color
Restaurant name
VISUALS
Vibrant food photography
Minimal seating and atmosphere
TYPOGRAPHY
Majority in San Serif fonts
Handwritten fonts
All caps
Include the word “Thai” in the restaurant’s name
02
Brand
Story
Born from a son’s journey of taking over his mother’s restaurant, Mae Kha Por Kha is where Thai culinary expertise meets sweet indulgence. From savory dishes to traditional desserts, experience the street flavors of Thailand in every bite, crafted with love and shared with Vancouver’s adventurous souls.
MISSION:
The mission is to provide affordable Thai food for the community and SFU students by rebranding to a Thai street food restaurant.
VISION:
The vision is to create an authentic street food experience and atmosphere where customers feels like they’re actually in Thailand.
VALUE:
The values include fair wages and working hours for the staff because we value a healthy work life balance.
Target Audience
Age: All ages
Professions: All professions
Interests: New experiences / Asian cuisine / Food enthusiasts
Personality: Social / Foodie / Curious / Adventurous
Priorities: Menu choices / Value / Taste / Atmosphere
Concerns: Taste and Price
Habits: Social dining experience / Authenticity
Lifestyle: Social gathering / Cultural curiosity
Needs: Food / Quality ingredients / Affordability
Motivations: Cultural immersion / Variety
BRAND Goals
Short Term:
Monthly Promotions - theme nights, special events, and discounts
New Menu Items - regularly introducing fresh and exciting menu items
Increase Social Media Presence - engagement with new and current customers
Long Term:
Increase in Monthly Sales - strategies like partnering with delivery services
Customer Loyalty Strategy - implementing loyalty programs for earning points
Expand Customer Base - collaborating with local businesses or event organizers.
In Thailand, people normally call sellers of street food or markets with the word “Mae Kha” or “Por Kha”. “Mae Kha” is a word to call a female seller as it comes from the word “Mae” which means mother and “Kha” means seller or trader. “Por Kha” is the opposite word to call a male seller because “Por” means father in Thai.
Restaurant Name
“MAE KHA POR KHA”
“แม่ค้า พ่อค้า”
03
LOGO +
WORDMARK
Thumbnails
Sketching out multiple ideas in Procreate.
Logo design
Logo Type: Lettermark
Design concept from restaurant name to arrangement and composition. Using the acronym of the restaurant name to create a strong and solid shape that is easily recognizable from afar.
Grid Composition
Primary Logo
Wordmarks
The primary logo color is based on Thailand’s national flag colors. In addition, brown is incorporated to give this earthy and wood tone inspired by wooden tables or furniture.
04
cOLORS
lOGO pALETTE
Taking the vibrant blue and red from the national flag to represent Thailand, while pairing it with brown for balance.
Primary Palette
Since the restaurant dishes are based on Thai street food, I decided the primary palette should reflect the vibrant colors of Thai food and ingredients. Taking colors that people can associate with when thinking or eating Thai food.
secondary Palette
These colors are chosen to be the darker tones that can pair and balance with the primary palette and logo palette.
05
Typography
Adobe Font: Preuksa
Google Font: Sriracha
Finding a typeface that suits the brand’s visual style while also having English and Thai characters.
Preuksa is chosen for being an organic sans serif font with a large type family consisting of 9 weights and styles. It gives the feeling of modernity with a touch of tradition.
Sriracha is an alternative typeface to support text that needs the feeling of handwriting or script.
06
Photography
All food photography must be original, not taken from stock images, and should truthfully represent the dishes without misleading edits. Images must reflect the brand’s values, quality, and welcoming dining ambiance. Color photography should be prioritized without unnecessary color treatments.
07
Identity
Element
The icons represent the owners of the restaurant while also reflecting the restaurant name of "Mae Kha Por Kha". The other visual element is using the secondary logo mark. These visual elements can be used to create different patterns with the brand's color palette.
Menu Design Example
Advertisement Design Example
Advertisement Mockup
08
Brand
Architecture
Monolithic through a combination of secondary logo mark and keyword for consistency.
Types of brand architecture:
Brand Categories:
MKPK Sweets: Traditional desserts and ice cream
MKPK To Go: Takeaway
MKPK At Home: Meal kits
MKPK Kitchen: Cookware and kitchen utensils
MKPK Refresh: Drinks and refreshments
09
Experiential
Graphic Design
SHOP FRONT DESIGN
Street sign for restaurant using vinyl sticker with neon lettering outlining “Mae Kha Por Kha”. The color pattern is maintained in horizontal format to keep the color visual language consistent with the logo. All graphic designs on the restaurant’s window will be hand-painted to give an organic and traditional look. The wooden market booths are designed to imitate the markets in Thailand.
Daytime Elevation
Night Elevation
A-Frame Design
Portable and storable folding A-Frame made of heavy duty plastic for convenience and transportability. Promotional and store posters will be printed on vinyl sheeting. A-Frame template for season special is designed for interchangeable menu items.
Store front lightbox
Outdoor lightbox sign for day and night. Consisting of acrylic panels, aluminum mounted brackets and varnished wood.
RESTROOM SIGNAGE
Varnished wood with laser engraving of the designed visual element to represent the female and male washroom icons.
10
Touchpoint
Designs
JOURNEY MAP
A customer journey map outlines the full experience from discovering the restaurant in the pre-purchase stage, to dining experience in the purchase stage then sharing feedback during the post-service stage. It helps understand each touchpoint and ensure a satisfying experience that builds loyalty to the customers.
Everything in this general promotional kit will be placed inside this canvas drawstring bag.
GENERAL PROMOTIONAL KIT
T-Shirt Design:
Made from linen material, a natural fiber ideal for the tropical climate. Thai artisans produce these high-quality linen shirts that offer breathability and durability. Known for its eco-friendliness, linen requires less water and fewer pesticides to grow.
Deluxe PROMOTIONAL KIT
Everything in this deluxe promotional kit will be placed inside this pinch lock box. The ceramics will be wrapped in protective paper and cushioned to prevent any bowls from breaking. The pinch lock box will be placed inside this heavy duty cotton bag for customers to easily take the deluxe promotional kit home.
11
Cooperate
Products
Business Card Letterhead
Second sheet
No. Ten Envelope
12
reflection
The biggest challenge was creating a restaurant name based on Thai words that carried a meaningful connection to my client while also being easy to read and pronounce in English. I researched many Thai phrases and checked whether non-Thai speakers could pronounce them before finally choosing "Mae Kha Por Kha."
This project felt like an homage to my roots as a Thai person living abroad in Canada. The experience of creating and bringing a brand to life was truly fulfilling in the end.