The authentic experience of ‘eating like a local’ has long been a staple of seasoned travelers– and made even more popular by social media and television programs like Netflix's 'Street Food: Asia'.
When a Thai foodie in Shanghai challenged Whitespace to create a branding to transport customers to the back street food stands of Bangkok– we relished the opportunity.
Bangkok street food vendors are the choice of Thais of all classes who simply want a quick-serve dish that is fresh, satisfying, and affordable. The brand concept for Come Come, is inspired by the aromas, colours energy, and value that Thai street food vendors bring to Bangkok’s streetscape.
Whitespace designers created a comprehensive branding program for the business focused primarily on value-oriented, quick-serve cuisine for home deliveries and take-away. Keeping in mind that most customers would be interacting with the brand via food-delivery apps, our designers conceived a memorable identity and menus that stand out in a digital format. Delivery also puts a priority on carefully designed packaging to communicate the colourful ‘Thainess’ of the brand.
Our approach to the takeaway storefront in Shanghai’s CBD is that of a brand billboard to promote Come Come to Shanghainese passers-by. From the bold chili-red storefront featuring a ‘Thai-hawker’ icon rendered in neon to the compact stacking stools with folding tables–a little taste of Bangkok is transported to Shanghai. The Come Come prototype is ready for future franchising and nationwide roll-out.