Chaophraya | Rebrand

The Chaophraya restaurant brand is an upmarket contemporary Thai dining experience, with eight sites in key locations across the UK. Chaophraya takes Thai dining to the next level – elegant, luxurious and stylish.

In 2016 we were awarded the company’s rebranding contract. The challenge was to pare its existing branding back to create one clear identity, to apply to all marketing projects and sales activity across its various restaurant sites. This project was a full-service rebrand, and required a complete overhaul of the company’s visual marketing collateral. All menus would be redesigned and updated, a full photographic and video library was also required plus additional visual training tools for Chaophraya employees.

As a result of the rebrand, Chaophraya opened a further two sites in Aberdeen and Newcastle. Ian Leigh, managing director of Chaophraya’s parent company, Thai Leisure Group, said:

“This has been well received by our guests, seeing an increase in first time customers experiencing the brand, continued great feedback and an increased spend per head of just over £1.50.”

Natural Selection Design implemented a full rebrand of the Chaophraya business. Along with Chaophraya’s Brand Director, we visited Thailand to research the country, its culture and its food. We were inspired by the Thai gold leaf, used in celebrations honouring Buddha. The resulting brand concepts were opulent yet contemporary, and were used across the brand’s marketing materials, transforming its visual identity. Our filming was edited for a video series and employee training videos – to educate and engage the brand’s best ambassadors. Natural Selection Design’s branding directly influenced the stunning new interior designs of the brand’s restaurant sites, too.

  • CLIENT Chaophraya
  • YEAR 2016-Date
  • WE DID Rebrand, Design, Videography, Photography, Email Design



Natutal Selection Design logo

Natural Selection Design

Dan Burns