Two chefs at Som Saa, a Thai restaurant in Shoreditch, created Laam, a brand encompassing passion, community and sustainability. Experimenting with Eastern and Western flavours and creating nostalgia with punk, they were looking for a brand refresh that reflected their attitude.
brand strategy
SKILLS
research
brand identity
tone
creative direction
copywriting
mock ups
DELIVERABLES
logo
typography
tagline
research
To reflect the experimental flavour with their personalities, I delved into the food landscape, Asian brands, underground rave posters and photography, Thai directors and cinematographers.
Eat Playful
🥄
Eat Playful 🥄
brand tagline
Focusing on the brand pillars, “Eat Playful”, highlights Laam’s USP of experimental and playful cooking.
Eat Playful
🥄
Eat Playful 🥄
visual style and tone
Due to the experimental nature of the brand, I created a colour formula that can be expanded for the future. A four-part gradient representing east meets west, always including black in one corner and an opposing pop of colour with a grunge-inspired overlay.
typography
The founders liked the thick typefaces from rave posters and I created new typefaces which inspired the final type, hand-drawn by the founder.
Shut Down - a blocky type with blacked out closed counters
Techno - a rave-influenced digital-style type with straight-edged strokes
Dance - a rave-influenced type with round-edged strokes
