Sod Sai
Connecting Thailand’s independent producers with a wider audience.
Sod Sai is a specialty food brokerage and brand builder connecting Thai producers with the U.S. market. Working across wine, spirits, food and more, the brand seeks out distinctive products and the people behind them, bringing their craft, stories and flavours to a new audience.
Brand Strategy
Making Space for the Makers
Sod Sai brings distinctive Thai food and beverage products to the U.S., working with independent producers and sharing the stories behind what they make.
The identity needed to have a personality of its own without overpowering the brands it represents. We created a simple, flexible system designed to be recognisable when needed and step back when the products take centre stage.
Rooted in Thai Print
The identity began with research into the history of Thai typography, leading us to printed material from the 1970s and 1980s.
Inspired by lettering found in an old Thai magazine, we developed a custom wordmark that references the character of this period. A rougher, stamp-like variation was kept within the logo suite, carrying some of the texture and imperfection of the original printed material into the identity.
Everyday Thailand
The wider visual system draws from details found in everyday Thai life.
Blue takes its cue from phaa bai, the blue tarpaulin seen across Thailand, while orange and yellow reference the high-visibility vests of Bangkok's motorcycle taxis.
Traditional woven bamboo fans inspired the geometric pattern and pixelated icons, creating a playful and flexible graphic language that can adapt across different products and categories.
Together, these elements give Sod Sai an identity rooted in Thai visual culture, while leaving space for the makers, products and stories it exists to share.
Brand Identity
“We kept the identity intentionally subtle, giving Sod Sai a distinct presence without ever taking the spotlight away from the brands and makers it represents.”
“To give Sod Sai a story of its own, we looked to the history of Thai typography, using our research into traditional print and letterforms as the starting point for the identity.”
