Margo
A Neighbourhood Bistro with a Michelin Soul
CLIENT
Chef Owner Wilfrid Hocquet
LOCATION
Bangkok
DELIVERY
2025
Naming / Logotype design/ Branding Strategy/ Storytelling/ Voice Definition/ Visual Identity / Website Development
When acclaimed chef Wilfrid Hocquet set out to open his first independent restaurant in Bangkok, he envisioned a casual dining experience anchored in French sensibilities, global perspective, and personal warmth. Our brief was to build the brand from the ground up, crafting a visual and verbal identity that reflected both Wilfrid’s culinary pedigree and the relaxed, inviting atmosphere he wanted to create.
Our scope included naming, brand strategy, logo and visual identity, collateral development, and website design. Every element had to balance the weight of fine dining expertise with the accessibility of a neighbourhood bistro.
Strategy
The creative direction began with the name. “Margo” evokes something personal, timeless, and quietly confident. It’s easy to say, hard to forget, and carries an air of familiarity that matched the vision for the restaurant.
From there, we developed a brand universe that was understated yet rich in detail. The logo system included both wordmark and symbol, designed for versatility across digital and physical applications. The visual identity drew inspiration from natural materials, vintage textures, and a muted palette reminiscent of olive wood, fennel seed, and sun-washed linen.
Typography choices combined elegance and character, while supporting graphics and iconography brought warmth and whimsy to menus, coasters, and uniforms. Every piece of collateral was considered: from embroidered napkins to vintage-style bill holders and a cookbook-as-reservation-sign concept, all reinforcing the brand’s personality without ever feeling contrived.
The website was designed as a seamless extension of the experience. Built to be both elegant and functional, it reflects Margo’s tone and tempo, inviting users to explore the story behind the food, the space, and the chef himself.
Outcome
Margo launched with a distinct identity that feels lived-in from day one. The brand captures the balance between Chef Owner Wilfrid’s high-level culinary background and his desire to create something more personal, more approachable, and more enduring. From logo to linen, from typeface to tone of voice, the brand lives effortlessly across every touchpoint, drawing guests into a space where good food, good company, and good taste come together.
