Sra Bua

Celebrate Thai Biodiversity

CLIENT

Siam Kempinski Hotel

LOCATION

Bangkok

DELIVERY

2026

Brand Strategy / Brand Positioning / Logo Design / Visual Identity / Verbal Identity / Art Direction / Menu System / Brand Collaterals / Brand Guidelines / Photo & Video Guidelines / Website Design & Development

Project Brief

Sra Bua at Siam Kempinski Hotel Bangkok was entering a completely new chapter. Under the culinary direction of Chef Num Weerawat Triyasenawat, the acclaimed Thai fine dining restaurant was being reimagined around a clear philosophy: contemporary Thai cuisine shaped by the extraordinary biodiversity of Thailand.

Ingredient-led, seasonal and deeply connected to place, the new Sra Bua draws inspiration from Thailand’s forests, farms, rivers, coastlines and seas, allowing each season and its ingredients to guide the dining experience.

YouMakeMe was appointed to develop a new restaurant brand strategy and visual identity that could translate this culinary evolution into a complete brand world. The challenge was to create a distinctive luxury hospitality brand that felt unmistakably Thai, contemporary and internationally relevant, without relying on familiar clichés of Thai fine dining.

Solution

Brand Strategy and Positioning

We positioned Thailand’s biodiversity at the heart of Sra Bua’s new brand strategy, reflecting Chef Num’s ingredient-led philosophy and respect for season, place and tradition.

The result is a contemporary Thai restaurant brand shaped by land, sea and the people behind each ingredient — rooted in heritage, yet designed to evolve.

Logo Design & Visual Identity

Inspired by the meaning of Sra Bua, the lotus pond, the new logo combines a refined lotus emblem with an expressive editorial wordmark.

A nature-led palette of botanical green, fresh leaf, warm ivory, pink and clay creates a visual identity that feels sophisticated, distinctly Thai and contemporary across print and digital touchpoints.

Brand Collaterals & Digital Brand System

The identity was extended into a complete restaurant brand system encompassing menus, stationery, packaging, guest touchpoints, uniforms direction, marketing collateral, social media templates and digital brand assets.

Natural textures, linen stocks, embroidery, gold detailing and botanical colour combinations bring tactility and craftsmanship to the physical brand experience, while a disciplined editorial grid creates consistency across print and digital applications.

A comprehensive brand guideline system brings together the logo, typography, colour palette, imagery, illustration, tone of voice and collateral design, providing Sra Bua with a flexible visual and verbal framework designed to evolve alongside the restaurant and its seasons.

Outcome

Sra Bua emerged with a complete new brand identity that reflects not simply a new look, but a new point of view on contemporary Thai fine dining.

From the lotus logo and botanical visual language to the ingredient-led storytelling and digital brand system, every element connects back to the same idea: Thailand as a living landscape of ingredients, seasons, traditions and people.

The result is a distinctive restaurant and hospitality brand rooted in Thai heritage without being defined by the past, giving Chef Num Weerawat’s culinary philosophy a clear visual and verbal identity while positioning Sra Bua as a contemporary Thai dining experience that could only exist in Thailand.