Restaurant Branding

Audrey MacPherson

5 min readMar 17, 2021

Concepts:

Thai noodle bowl food truck

Picky Eater Buffet

THAI

Names:

Toodles (thai and noodles=toodles)
Satay Put
Bowl O’ Noodles
Tongue Thai’d

Taglines:

Oodles of Noodles
Grab your noodles, we say toodles!
Try thai!
Stop on by for some thai!/Come on by for some thai!
Right on thai-me

PICKY EATER BUFFET

Names:

Picky Palate
Basic and Bland
Simple Sustenance

Taglines:

Boring is better/bland is better
Nothing boring about bland
perfectly plain
deliciously dull
we got you covered

Thai Moodboard

Picky Eater Buffet

Thumbnails:

other marks, patterns, paper, other materials

Experiments with Collateral Materials:

I would like to do a cutlery wrap like this kind of? But could not find any free mockups.

or I want a simple kraft paper cardboard wrap just around the handles like so:

First Finish:

I was having trouble getting the other alternate mark to not look like a “W” do you like this one? Similar but a little different!

I think the sauce packet is working well, I will probably add ingredients to it for the final like most sauce packets have.

Final Presentation:

Process:

I began my process by brainstorming ideas for restaurants that would be fun, and something I would personally want to eat at. I think there is a lot of potential with food trucks, and I love the idea of everything being housed in one moving facility. I like the idea of a food truck as well because they have limited amounts of food, once its sold out for the day, it’s gone, and this ensures that less food goes to waste, making it sustainable. My roommate and I make thai food bowls just about every day for lunch, and I find that style of dining to be my favorite (Chipotle for example). I wanted this brand to feel different from most Thai places. They are normally characterized by warm, neutral colors, and are typically regarded as fine dining establishments.

As i continued research I realized I wanted to make the name match the aesthetic I was forming. Something playful, friendly, and modern. I decided to combine the words “thai” and “tongue” to create Tongue Thai’d, a play on words that furthers the concept of these being noodle bowls and a cheeky brand.

Concept:

Tongue Thai’d is a refreshingly bright and modern take on a typical thai restaurant. It is served in bowls, in limited amounts. The food truck serves as the platform for this tongue and cheek, friendly, illustrative brand. Get your noodles in a twist!