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Chakrit Songkhla

369 Pottersdale Rd. Pottersdale, PA 16845 Tel: (814) 263-4066 c.songkhla@thaithai.com

Authentic Thai Cuisine


www.thaithai.com


Chakrit Songkhla 369 Pottersdale Rd. Pottersdale, PA 16845

Authentic Thai Cuisine

Liam Lippert Standard Sugar Co. 1137 Lightstreet Rd. Bloomsburg, PA 17815


Authentic Thai Cuisine

41 S Main St Wilkes-Barre, PA 18701 Tel: (570) 824-9599 http://www.thaithai.com

April 18, 2012 Austin Carlisle Manager Thai Thai Authentic Thai Cuisine 27 Short St. Edwardswville, PA 18704

Dear Austin, Our mission is to serve high quality, authentic Thai food in a classy, clean environment, with friendly, prompt service. The target demographic is female, ages 18-28, since couples with no children go out to eat more than other couples, and 18-24 year old people have a greater tendency to go out to eat, and women tend to choose fancier restaurants more than men. The feel is comfortable with a high class vibe to the atmosphere, allowing the psychographic of atmosphere over price to go into effect. There are no Thai restaurants around Wilkes-Barre except Thai Thai, and the other Asian restaurants in the area do not have a similar authentic feel. For authenticity, the logo font, "Chow Fun," though labeled a Chinese font, had the feel of Thailand more than China, and expresses the English language more like Thai. The secondary font in the logo and the main font in the stationary, "Gill Sans," has complementary, absorptive characteristics about it that help it to integrate well with the feel of Chow Fun, but Gill Sans is highly legible and easily accessible. The shapes were chosen to attract the female eye; the main logo and secondary logo have a curvy look. The symbol I chose, the Buddha statue, is very meaningful to the people of Thailand. Buddha statues appear all over Thailand, and have some basic rules to follow for the purpose of respect, and our brand will also adhere to this respect. A buddha statue should be high up, looking down at everything around it, and the logo follows this well, as the statue is looking down at the words "Thai Thai Authentic Thai Cuisine." Also, a buddha statue should never have feet pointing at it. This is followed by avoiding use of the logo on things like pens that could fall on the floor easily. The colors of the new Thai Thai brand were chosen very carefully to attract American customers and stray from deterring real Thai people. The meaning of the color orange is broad, including stimulating activity and encouraging socialization, but the property of inducing hunger causes orange to be a useful color for restaurants. This color was close to gold, which is the color of most buddha statues seen in pictures of Thailand. The color purple affects us by calming, stimulating creativity, and making us feel uplifted. It causes a mystical, spiritual, otherworldly feel, due to the fact that purple does not occur much in nature. This feeling causes purple to be a great color for Asian cuisine. Black was chosen for the sake of the stationary, and does not necessarily relate much to the logo and branding. It is legible and void of much emotional attachment in the context of font color. Sincerely,

Chakrit Songkhla


Thai Thai Rebranding Stationary Set