Supafresh is a network of authentic Thai street food establishments in Bangkok, located on the city's busiest street, specializing in dishes prepared using rare traditional recipes. Our task was to create a modern brand with a design focused on the Western market, distinct from the usual associations with Thailand.

In this project, we developed a brand strategy, tone of voice, and a simple yet clear name — SUPAFRESH, supported by the key descriptor "Modern Thai Streetfood." The logo combines a condensed grotesque font with custom lettering. The design system was enhanced with blue, orange, and pink colors, bold typography, lines, and bright, playful illustrations. The brand's main mascot is a chicken that wears sneakers, watches over you, or just chills.

In this project, we aimed to convey the atmosphere of street life with a focus on Western aesthetics while preserving the true local culinary authenticity that can be experienced by tasting our food. This approach creates a unique balance between modernity and authenticity, which we call the "supafresh authentic balance."

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