Sabai
A Thai restaurant where the brand, the room and the website tell the same story.
Year
2026
Type
Concept case study
Areas
Brand identity · Art direction · Web design
About the project
Sabai started as a personal exploration into how a modern Thai restaurant could feel warm, distinctive and carefully considered without losing the familiarity of its dishes.
The project brings together identity, space, food presentation and website design to imagine a restaurant concept that feels more atmospheric, intentional and complete.
Role
Art director · Brand & digital designer
Work developed
Logo system · Visual language · Image direction · Website structure
Deliverables
Identity system · Responsive website · Visual applications
Brand system
An identity with enough character to be recognised from across the room.
The wordmark takes cues from the flowing rhythm of Thai ornamentation, where organic shapes often end in pointed details. I kept that sense of movement, but rounded the sharper edges to make the logo feel calmer, warmer and more welcoming.
The dot of the “i” became the symbol. Inspired by pointed flower petals often seen in traditional Thai decorative patterns, it also reads as a small candle flame, connecting the brand to warmth, intimacy and the restaurant itself.
Where Bangkok slows down.
Brand application
A look at how the identity translates into physical spaces, service details and brand atmosphere.
Concept
From the space to the plate, the visual direction was built as one connected world.
Before designing the food presentation, I explored the world around Sabai: architecture, warm light, planting, materials and the way the symbol could live inside the space.
The culinary concept carried that same mood into the dishes and drinks: warm, vibrant and rooted in Thai culture. Recognisable Thai flavours were kept at the centre, while the plating was reinterpreted through colour, texture and composition to make each dish feel more refined without losing its original character.
Creative workflow
A mix of design, AI image production, motion and code helped turn this brand identity into a working digital experience.
Digital experience
A responsive website that works like a menu, to make it clear, visual and easy to explore from any device.
The structure guides the user through the brand mood, the dishes and the booking flow without making the experience feel heavy. The goal was to keep the website simple to use, while preserving the visual character of the restaurant across desktop, tablet and mobile.
Conclusion
A restaurant concept built as one connected direction, from the first impression to the final booking.
Sabai was ultimately about building a restaurant concept from a place of appreciation: keeping the roots of Thai culture visible while giving the brand a visual direction of its own.
Rather than designing the identity, space, food and website as isolated outcomes, I used each part of the project to carry the same intention in a different way. The brand sets the tone, the space gives it context, the dishes make it tangible, and the website turns it into something people can explore and use.
The result is a complete visual and digital system for a modern Asian restaurant: warm, expressive and carefully considered, with enough character to feel personal and enough respect to stay connected to where it comes from.
