Restaurant branding concept for SamSen, Hong Kong. 

Create a brand contempt for Samsen is a Thai noodles restaurant located in Hong Kong, introducing authentic and top-quality Thai noodles.


Branding & Strategy 
Creative Direction 
Packaging Design

Take a walk in Chinatown, Bangkok.

Respectful to the traditional Thai recipes, yet innovative in the food offering, Samsen’s menu is inspired by the street-food culture of Thailand and it promises Hong Kong customers a new experience and intrigue into the chef’s deep mastery of lesser known ingredients. We see it as the most authentic Thai restaurant in Hong Kong, and destined to meet the high standards of taste demanded by locals and ex-pats alike.

Building on this authenticity and context, the design concept revolves around Chinatown in Bangkok where the dual cultures exit harmoniously and work together side by side.

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We acknowledge the traditional custodians of the land where we live and work, the Gadigal People of the Eora Nation, and we pay our respect to their Elders, past and present.