Soi Thaifoon
Good Food, Good Vibes, Bangkok Edition.
CLIENT
Soi Thaifoon
LOCATION
Bangkok
DELIVERY
2025
Logotype Refinement / Launching Marketing Strategy / Brand, Voice & Visual Identity / Art Direction / Branding / Social Media Strategy / Social Media Management / Content Production / Storytelling / Photography / Videography
Soi Thaifoon partnered with YouMakeMe to localise and launch its bold Thai street food concept at Ekkamai Corner in Bangkok, bringing its Canadian-born energy back to its roots. The brief called for a full brand adaptation across design, storytelling, and content to ensure the brand would land with impact in Bangkok’s competitive food scene.
From logo refinement and brand roll-out to marketing strategy development, to photo and video production, and social media management rollout, every touchpoint had to balance Soi Thaifoon’s core identity with a local voice and street-style charm.
Solution
Logo Refinement
We refined the existing Soi Thaifoon logotype, adapting the shape and style of the lettering to better connect with the Thai market while retaining recognisability.
Branding
Taking inspiration from its base brand core, we developed a full suite of brand assets for its Bangkok launch. This included collateral design, signage, digital templates, and branded materials that leaned into its bold colour pops and energetic street-style cues.
Brand Voice & Storytelling
We localised the brand voice to feel like a cheeky, food-loving friend that’s playful, inclusive, and full of attitude. Soi Thaifoon’s storytelling highlights its journey from Canada to Bangkok, with bilingual messaging designed to hit home with both Thai locals and international audiences.
Launching Marketing Strategy
We developed a marketing strategy playbook covering everything across different channels from online and offline marketing, PR & influencer outreach, as well a photography and videography guidelines. Paid and organic social strategies were optimised for both local and tourist audiences across Instagram, Facebook, and TikTok.
Social Media Strategy & Management
We led the rollout and ongoing management of the Thai branch’s social media accounts, with captions crafted to be short, bilingual, trend-aware, and always on-brand.
Photo & Video Production
The visual direction brought Soi Thaifoon’s bold street-style energy to life. Photography focused on bright, vibrant shots of signature dishes, behind-the-scenes moments, and the lively vibe of the space. Video content was short, punchy, and made for scroll and also included Thai-specific content to connect with locals.
Outcome
Soi Thaifoon launched in Bangkok with a bold, localised identity that stayed true to its original spirit. Every touchpoint was crafted to spark curiosity and build connection. The result is a brand that feels fresh, fun, and proudly Thai-Canadian, now firmly planted in the heart of Ekkamai Corner in Bangkok as a go-to destination for good food and good vibes.
