Etcha
A Borderless Dining Experience
Naming / Logotype / Product Profile / Brand, Voice & Visual Identity / Art Direction / Branding / Launching Marketing Strategy
Etcha commissioned YMM Agency to develop a comprehensive brand identity and launch strategy that would bring their borderless fine dining vision to life in Bangkok. The aim was to create a refined yet inviting experience that celebrates movement, artistry, and the interconnectedness of culinary traditions.
At the core of Etcha’s concept lies the thread, an organic symbol inspired by the textiles within the venue. This thread became the foundation for the visual identity, brand voice, and storytelling, unifying every aspect of the Etcha experience.
Solution
Logo Design
Etcha’s logo captures the free-flowing nature of the thread, a shape that represents movement, craftsmanship, and artistry, creating a logo that symbolizes precision and the brand’s elegant, yet evolving approach.
Branding
Inspired by textiles, movement, and interwoven connections, Etcha’s branding creates a cohesive narrative across print and digital platforms. Earthy, warm tones of terracotta and beige ground the brand in nature and sophistication. Typography strikes a balance between minimalism and timeless refinement, while a thread graphic element mirrors the fluidity and connectivity of the thread.
Brand Voice & Storytelling
Etcha’s voice is elegant yet approachable, speaking to the artistry and intention behind each dish. It’s a narrative rooted in discovery, inviting guests to shed expectations and experience flavor beyond borders. The voice is refined yet approachable, focused on sharing the journey behind each plate and making every guest feel part of the experience.
Launching Marketing Strategy
A comprehensive launch marketing strategy was developed, incorporating digital engagement, social media marketing, visual storytelling, public relations, and direct marketing efforts. This multifaceted approach was designed to maximise brand exposure and create excitement around Etcha’s opening from the very start.
Website Design & Development
The website brings Etcha’s story to life through elegant design, immersive visuals, and seamless user experience. A dynamic homepage, integrated reservation system, and layered storytelling ensure effortless exploration and booking.
Photo & Video Production
The visual production aimed to capture the essence of Etcha through elegant food photography and intimate behind the scenes videography, highlighting the craftsmanship, creativity, and inviting atmosphere that define the dining experience.
Result
The branding of Etcha was designed to blend the elegance of modern dining with the creativity and movement of its culinary philosophy, resulting in a bold yet refined visual identity. From the free-flowing thread logo to the earthy color palette and inclusive storytelling, every element was crafted to reflect Etcha’s core vision of interconnected dining and sensory discovery. The comprehensive launch marketing strategy aimed to strengthen this cohesive brand narrative and address that Etcha’s identity was consistently expressed across every touchpoint.
