BKK, NYC
Bangkok, New York City
Sod Sai
F&B
US
Saan Studio partnered with the founder of Sod Sai on an ambitious vision: to elevate and introduce homegrown Thai products to the U.S. market, with an initial focus on New York City. The challenge was to translate the depth and richness of Thai heritage into a brand that could confidently sit within an international context and multiple audience segments.
Brand Identity
The identity process involved a deep exploration of Thai heritage and culture, alongside the history of Thai typographic traditions. The result is a cohesive brand system—spanning logo, colour palette, and brand patterns—designed to stand out with quiet confidence while ensuring the focus remains on the hero products themselves.
Brand Collaterals
We also supported Sod Sai with developing marketing collaterals during the investment and launch phase, from one-page business documents to business cards and initial social media launch assets.
A Glimpse into the Research Phase
Below is an exclusive look into two pages from Sod Sai’s research phase. Before we design anything, we uncover what truly matters, from cultural context to market positioning, ensuring every move is intentional and built to last.
