Chapayom - Whitesp-ce

CHA PAYOM

Interior Design, Retail Roll-out, Food & Drink, Brand Design & Strategy, Graphic Design, Packaging Design, Signage & Interior Graphic

A Classic Thai Tea Brand Reimagined for Big City China (and Beyond)

Owners of the famous ‘street food tea’ brand was to expanding into China– and asked Whitespace to reposition their brand for upscale global markets.

“Creating a brand and prototype retail environments– our scope of services was comprehensive.”

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Inspired by the ‘Yaksa’ from Thai mythology– our Branding and Environments teams closely collaborated to create a holistic solution– rooted in ancient culture and updated for contemporary times.

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“Now with several locations in the Shanghai area– the flexibility of the brand and prototype is demonstrated as it is adapted to new environments. “

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A Classic Thai Tea Brand Reimagined for Big City China (and Beyond)

A group of young Thai-Chinese entrepreneurs worked with Whitespace to reimagine a Thai street-food brand for upscale markets in China. Our design team’s holistic scope of work included everything from the brand identity and collateral, to a highly adaptive shop environment.

Thai DNA directed our creative team to make the brand’s Thai origins instantly recognisable. To that end, focused on an icon from Thai mythology, the guardian “Yaksa’. Every tourist to Thailand will have encountered this character who stands guard at many Thai temples, and whose mask is familiar in Thai stage performances. Our creative team developed a stylised set of line illustrations depicting a friendly Yaksa, as well as another iconography from Thai culture, architecture and mythology.

The Chapayom brand name is presented in Latin letters with stylised letterforms that evoke the look of Thai characters. Chapayom may be presented alone as a word-mark, or in a lock-up with the ‘Yaksa’ mask. The secondary illustrated iconography can be collaged and used on collateral, and as environmental graphics.

With several locations in Shanghai– Chapayom are bringing a classic taste of Thailand to the tea-loving culture of China.

CLIENT

Shanghai Zhulian Investment Management Co.,Ltd.

INDUSTRY

Food & Drink, Cafe

LOCATION

Shanghai

AWARDS

TYPE OF SERVICE

Interior Design, Retail Roll-out, Food & Drink, Brand Design & Strategy, Graphic Design, Packaging Design, Signage & Interior Graphic

STUDIO

Studio 4

ASSOCIATE

PROJECT TEAM

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