FIRA BEACH CLUB
PHUKET. THAILAND
Project
Branding (et al)
Location
Phuket, Thailand
This is, hands down, the biggest project we’ve ever taken on—and honestly? It’s been wild. What started as a branding challenge snowballed into everything. We’re talking furniture design, sourcing materials, interiors, lighting, menus, signage, even the uniforms. Somewhere along the way, this project fundamentally changed what we do as a company.
Strategy & Direction
Name & Brand
Interior, Furniture & Lighting
Sourcing & Management
The core brand idea
Santorini
Developing the Brand Story
At the heart of this project is an appreciation for the history and rich produces used in traditional Cantonese cuisine, and a 20 years old friendship and work collaboration.
After decades of working with them with passion and the upmost respect, the highly skilled (and highly awarded) team still feels like it’s those ingredients that are teaching them how to cook the best recipes.
Their wish is to deliver an authentic Cantonese experience. While sharing their story to us, they showed us a number of vintage pictures which are dear to their hearts and an important part of who they are and what they do today.
Benchmark your surroundings & Understand your consumers's expectations
Define the story you want to tell that will connect with your consumers
Define how to communicate it throughout the experience
Not traditional, but authentic
Connecting to a new demographic
There is a fine line between authentic and traditional. While traditional is 100% confirm to how it was done in the past, authentic leverages the codes acquired in the culture, but can display them in a more modern way.
This approach enabled the team to tell their original story, while connecting to their customers from the past decades and younger ones at the same time.
For instance, the traditional gold and red hues have been adapted to and coupled with more modern tones. Old images have been remastered, contemporary craft techniques leverage premium paper deboss of trendier illustrations instead of old fashion carving.
High End Food & Beverage branded applications
At this level of hospitality, nothing is left unthought of. Custom embroidery and choice for fabric for the table napkins, tea sign for the tea pots, plateware, chopsticks, toothpick covers, party favors… all need to be considered with the upmost care, from design concept all the way to production.
take away
packaging
Take away is so important because it might be the one thing people will look tomorrow when thinking of your brand. It should feel like the extension of the experience they had in store.
gift box
Special occasions call for special measures. The gift box was designed to be suited for a number of them, such as the main festivals and celebrations. Produced in high quantity, they come cheaper than you’d think!
UniformS
Consider working with a local fashion designer on the uniforms. A team that looks good in what they wear feels confident in their service and show your standing.
Branded Pins
The ultimate proof of belonging for your team to come all together!
Lastly, brand guidelines.
Turning six months of strategy design and marketing assets into a restaurant owners manual.
Brand guidelines convey a variety of information and tips about your brand, useful both internally to your company or organization and externally to your affiliates, partners, and customers. Although there is no industry-wide standard for what constitutes a brand standards document, the most notable organizations use brand guidelines as a tool to help everyone understand how to represent their brand.
Good guidelines connect different aspects of your brand, such as your logo, colors, and typography, to form a cohesive identity.
Great guidelines are highly useable, both to for you to check that anything you do is on brand but also, to create anything new in the future that you didn’t know yet you needed when they were written!
