The brief was to develop a brand and identity for a modern Thai restaurant.
The swayเสวย brand reveals itself slowly; the same way that the enigmatic posture of the architecture conceals a space filled with warmth and family style eating.
Michael Hsu’s carefully crafted structure on south 1st street is dark, enigmatic, and starkly contemporary.
The brand and operational kit for swayเสวย works in a similar fashion: The brand is minimalist, using only subtle shifts in weight and language to demarcate spaces, food, and the name of the restaurant. However, like the flavor of the food and the interior design, the identity system also delights in unexpected explosions of color.
The elaborate, mathematical guillochés mimic the floral complexity of traditional phuang malai (พวงมาลัย) and appear when a coaster is used, matches are opened, or a gift certificate given.
The typography is our own carefully customized version of Garuda, an open source face developed for the Thai NationalFont Project, paired with Gotham Rounded.
Thai language translations carefully provided by Pratana Klieopatinon, Professor at Chulalongkorn University, Bangkok.
Creative director: Jett Butler
Designers: Emily Sawtelle, Dale Wallain, Jett Butler
Project manager: Lesley Taylor
Translator: Pratana Pat Klieopatinon, CU INDA
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