Our scope of branding work included the naming of the brand, positioning, identity and basic packaging. We proposed the name Caishen, the Chinese god of prosperity, as a unique name for this new brand of cafes in Thailand and also as a nod to the investment background and Chinese heritage of the client. The brand positioning and identity however is modern and Western to balance with the traditional Chinese brand name. The language, colour and symbolism in the resulting identity also have hints of wealth where possible to balance with food & beverages.


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