Known for their strong fishing culture, Chonburi is always best represented visually with elements from their excellent and varied seafood. However, we decided that using a single main graphic element would more clearly define the brand with a persistently repeated motif. For this, we chose an illustration of the ‘Grey Pomfret’ - a popular fish in Chonburi cuisine and the signature dish at Chao Chon. Placing the Pomfret on the restaurant’s menus, placemats, napkins, and business cards serves to make the image more memorable and the brand more recognisable.

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In order to replicate the cosy, humble, and comfortable feel of enjoying a home-cooked meal, we took care to keep a muted, earthy colour scheme throughout our work. Brown paper menus and napkins create a more rustic feel, staying true to the laid back countryside feel of Chonburi. Our selection of a typewriter font serves to capture the heritage concept of Chao Chon, giving a visual accompaniment to their nostalgic brand story.