Paadee
Completed:
2021
Roles:
︎ Brand Strategy
︎ Identity Design
︎ Collateral & Signage
︎ Interiors
Collaborators:
︎︎︎ Katherine Garber, interiors
︎︎︎ Jillian Barthold, illustration
A neighborhood staple, refreshed. To celebrate a decade of business, PaaDee approached us for an update. The menu has always been inspired heavily by Thai comfort food: the kinds of things the owners ate at their grandma’s house growing up. They wanted the restaurant and brand to reflect their cozy Thai roots more effectively, as well as evoke a more lively attitude.
Concept & Visual Identity
After clarifying what was tonally missing from the brand, and looking at family photos from past trips home to Thailand, it only made sense to lean into Thai Grandma’s House: a comforting place where one never leaves hungry. A portrait of Grandma became the center of the brand, complimented by bright and lively typography in both English and Thai.
Interior Design
We approached updating the the interiors to evoke the indoor/outdoor nature of so many homes in Thailand. Shades of warm wood and highly crafted design reflect the Thai architectural sensibility, while treasured objects and plants style the space to feel more like home. A new floorplan provided more anchored seating and comfort for guests, while offering clearer pathways for service.
