F&B · UAE · 2022
ThiptaraPalace Downtown
Thiptara — “spirit of the water” — is an authentic Thai restaurant at Palace Downtown, its terrace set on the Dubai Fountain in the shadow of the Burj Khalifa. For Emaar Hospitality, Brandinc. rebranded and repositioned it: an identity as considered and layered as the cuisine, drawing on Thai craft, myth and the water the restaurant is named for — a house of Siam in the heart of Downtown Dubai.
The Logo
Water has an important part to play in Thai culture and tradition. The logo takes its cue from the restaurant’s name — the spirit of the water — and from its setting, combining the two with visual references drawn from Thailand. We played with the letterforms to introduce waves and curves that echo the many rivers and lakes found across the country.
Art Direction
The identity draws on traditional Thai illustration — scenes of stories and history, myths and legends. For the menu we built a layered system that weaves these elements together, inspired by the layers of pattern, craft and colour found throughout Thailand.
The Colour Palette
Thiptara is full of natural materials and colours drawn from the country itself — rich, deep tones taken from the sights and places found all over Thailand. The palette is built to work with the restaurant and to add highlights that feel warm, layered and unmistakably of this place.
Graphical Element
A Thai suffix acts as a visual anchor and a quiet link back to the land of smiles — a subtle nod, for those who know, that keeps the brand honest and authentic. The transcript-inspired typography becomes a graphical element in its own right: something to have fun with, and to spark a little conversation.
