Overview
Co-founded a small Japanese restaurant in Bangkok and built the brand from the ground up. I designed the logo, bilingual (Thai/English) menu, business cards, store signage, J-flag banners, and printed flyers, establishing the visual identity prior to opening.
The restaurant operated from 2015–2019.
Context
Entered a new market with no prior experience in local language (Thai), regulations, or vendors. Responsible for building the brand and supporting business setup from the ground up.
Challenges
No familiarity with Thai business systems or language
Limited vendor network mainly due to language barrier
A tight timeline to launch Shoyu in a newly opened mall, coinciding with its grand opening
Needed to establish a cohesive brand while handling operational setup
Role & Responsibilities
Developed full brand identity (logo, visual direction, tone)
Designed menu book, signage, flyers and large-format banners
Sourced and selected a food photographer to support menu and promotional marketing materials
Supported hiring process (interviewed candidates for manager role)
Outcome
Successfully launched within 8–9 months
Launched the restaurant with a team of 8 employees (manager, chefs, servers)
Achieved peak revenue of roughly 1 million baht/month ($28–30K USD)
Established a cohesive brand presence across physical and marketing touchpoints
