Brand Strategy / Brand Positioning / Logo Design / Visual Identity / Verbal Identity / Art Direction / Menu System / Brand Collateral / Brand Guidelines
Maison Dunand
Creating An Alpine House in the City
CLIENT
Maison Dunand
LOCATION
Bangkok
DELIVERY
2026
Project Brief
Although recognised as a Michelin-Starred French fine dining destination in Bangkok, Maison Dunand was shaped by something more specific: Chef Arnaud Dunand’s Alpine heritage.
The ambition was to move beyond the broad category of French gastronomy and create a brand rooted in the wider Alpine region, spanning France, Switzerland, Italy, Austria and beyond. While the Alps have shaped some of Europe’s most influential culinary traditions, they are rarely represented as a distinct culinary identity.
The challenge was to define and express this territory with clarity, creating a more differentiated position within Bangkok’s competitive fine dining landscape while establishing Maison Dunand as a leading voice for the Cuisine of the Alps.
Solution
Brand Strategy and Positioning
Maison Dunand was repositioned around a territory largely unexplored in Southeast Asia: Cuisine of the Alps.
Rather than presenting the restaurant as French fine dining, we developed a brand rooted in the broader Alpine region, spanning France, Switzerland, Italy and Austria. This shift gave the restaurant a more distinctive position while creating a richer narrative built on geography, seasonality, craftsmanship and mountain culture.
Brand Concept & Identity
The central idea became the Alpine Trail, inspired by the paths that connect valleys, lakes, pastures and mountain villages.
This shaped the visual identity, with a continuous trail motif running across the logo system, menus, packaging, stationery and communications. It gave the brand a clear visual thread without relying on obvious mountain imagery.
Brand Guidelines & Visual Identity
This idea was translated into a complete brand universe. A continuous trail motif guides the identity across menus, collateral, packaging and communications, creating a visual thread that links every touchpoint. More than a graphic device, it expresses movement, discovery and the sense of following Chef Arnaud’s path through the Alps.
The result is a cohesive and highly differentiated brand that positions Maison Dunand as an Alpine house in the city — a place where Alpine culture is interpreted through contemporary gastronomy, personal hospitality and a clear sense of place.
A complete set of brand guidelines was also developed to define the use of the logo, typography, color, imagery, tone of voice and Alpine Trail graphic system.
Outcome
Maison Dunand emerged with a clear and distinctive position within Bangkok’s fine dining landscape. By moving beyond the broad category of French gastronomy and embracing the Cuisine of the Alps, the restaurant established a territory few others occupy, giving greater visibility to a rich culinary culture that extends across France, Switzerland, Italy and Austria.
From the visual identity to the dining experience itself, every touchpoint now reinforces the same narrative. Guided by the concept of the Alpine Trail, the brand creates a coherent journey through landscapes, ingredients and traditions, expressing Chef Arnaud Dunand’s vision with greater clarity, personality and sense of place.
