Longtail Kitchen Branding

Vancouver Chef Angus An, owner of Kitsilano’s Maenam, has opened a second Thai restaurant in New Westminster at the Quay. It is a casual eatery located inside the River Market. 

They were in need of a brand that could rollover onto their interior design. The restaurant’s decor, which was inspired by night markets in Asia, includes paper lanterns, reclaimed wood, and colourful plastic chairs. I worked with the owners and the architect to help develop a brand for the new restaurant that would work well with their vision.

A “longtail” is a type of watercraft native to Southeast Asia. The logo is based on the distinctive shape of the longtail of the boat. The bright colours are inspired by Thai markets and the typography slightly inspired by Thai script. 

Because the location of the restaurant is located close to the Douglas College, the brand is targeted to students coming in on their lunch break. The logo is modern, simple and bold. It has a friendly, bright, welcoming feel which appeals to a younger audience or anyone in the mood for a taste of Thailand.