Scope

The project focused on evolving the ORU Asian Neo Bistro identity in Pattaya, Thailand, into a more distinctive and flexible visual system.

At the heart of the concept is Asia, with a particular focus on Central Asia — a region that is still rarely represented in contemporary Asian hospitality branding. Rather than relying on familiar pan-Asian visual clichés, the identity explores a broader and less expected mix of cultures, flavours, patterns and references.

The existing logo was refined and adapted to the new concept, with more character introduced through the rounded letterforms and additional horizontal and vertical versions. A new colour palette, graphic patterns and typography system were developed to create a consistent foundation across different brand touchpoints.

The visual language was then expanded into the physical space and communication materials. For the façade, the direction remained intentionally minimal, allowing the architecture and blinds to play a key role while keeping the branding clear and recognisable. The identity was also applied across stickers and packaging elements for lunchboxes and drinks, social media templates, and outdoor advertising formats including lightboxes, tuk-tuks and posters.

Overall, the work created a cohesive brand system connecting the interior, façade, packaging and communication, combining contemporary minimalism with the vivid colours, tastes and cultural intersections of Asia — with Central Asia as its distinctive point of view.

Role

Creative Director

Years

2025

Industry

HoReCa

drop me a line:

altplusolia@gmail.com

follow me: