Brand Identity · 2026

Thai Town Rebranding

A welcoming identity for Sydney's Thai cultural and culinary hub.

Black and white Thai Town identity with a red smile symbol

Project overview

Thai Town Reimagined is a conceptual identity designed to revitalise Sydney's Thai Town as a modern cultural and culinary destination while celebrating its heritage.

Inspired by Thailand as the Land of Smiles, the system combines a custom rounded wordmark, a smile device, patterns and a Thai flag palette across wayfinding, packaging, uniforms, events and digital touchpoints.

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Selected applications

The system in use

Thai Town Rebranding case study application 1

Thai Town Rebranding case study application 2

Thai Town Rebranding case study application 3

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