Champa is a Thai-sushi restaurant local to the Raleigh-Durham area. Growing up, I felt that Champa was an excellent opportunity for those unfamiliar with Thai/Thai-adjacent cuisine to try it out, but I also felt a disconnect between their current branding and what they sought to achieve. As a fictitious rebranding, I took this opportunity to develop a cohesive and bright brand that reflected the kind of service and food that Champa provides while attracting more millennial and Gen-Z customers.
Inspired by the bright colors seen in the beaches and markets of Thailand, Champa’s rebrand focuses on bold typography and color to stand out against similar restaurants in the area. Additionally, a mixture of repeated and free-flowing patterns provide consistency with Champa’s location and take-away products which increases its memorability with their customers.
