Case Study:
Shichi, the Power of 7
Client: Shichi - Japanese Restaurant, Bangkok Thailand
Role: Creative Director/Visual Design Lead
While Shichi expanded into a multi-concept success, its visual identity remained a collection of parts rather than a whole. In a Thai market often defined by aesthetic mimicry, we sought a radical shift toward authenticity. By anchoring the rebrand in the Power of 7 and Feng Shui, we built a balanced, premium system designed to stand alone in a sea of industry clones.
Shichi was growing fast, but the branding was lagging. I wanted to move beyond the "clones" of the market and build something with actual philosophical weight, rather than just chasing trends.
The Heart
To align Shichi’s diverse portfolio we established Kizuna (the spirit of connection) as our strategic voice. This narrative acted as a filter for every touchpoint, replacing generic restaurant marketing with intentional, editorial storytelling. We moved the brand away from the "me-too" cycle and toward a cohesive, human-centered destination.
The Thai market loves to mimic what’s popular. My goal was to stop the "me-too" cycle and give them a voice that actually belonged to them. If it didn't feel "connected," it didn't make the cut.
The Pattern Library
The visual DNA is expressed through a series of custom motifs. We reinterpreted traditional Ryusui (flowing water) patterns to represent the elements of Water, Earth, and Fire.
These are anchored by the "7" pattern—a geometric abstraction of the brand’s namesake that signifies completeness and serves as a quiet signature across all touchpoints.
"I love a hidden detail. The '7' was designed to be a quiet hero—so subtle that the client actually missed it during the first review. It’s an 'if you know, you know' element that rewards a closer look, turning a standard pattern into a discovery for the diner."
Indigo is The New Black
To differentiate from the industry's reliance on red-and-black clichés, we centered the brand on Indigo and Gold. This pairing signals quality and tradition without the visual weight of dark backgrounds. Grounded by earthy secondary tones—Stone, Wood, and Salmon—the liberal use of white space achieves a modern, design-magazine aesthetic.
By naming the secondary palette after the food itself, we kept the design rooted in the kitchen while moving the overall look into a much cleaner, editorial space.
The Transformation
The menu is where the brand becomes tactile. We replaced traditional, cluttered layouts with a minimalist, editorial approach—leaning on white space and patterns to guide the guest. By organizing the culinary journey through elements like 'Ocean' and 'Fire,' we transformed a standard menu into a curated design magazine experience.
Whitespace was my biggest ally. In the Thai dining scene, there's a tendency to fill every inch of the page. By pushing back and giving the imagery room to breathe, we immediately signaled to the guest that Shichi is a premium, modern destination.
Tangible Objects
The "Hands-On" Craft
After months of remote collaboration with the Thai-based design and marketing teams, I knew the final details required a physical presence. I moved on-site to oversee the tactile execution—directing the culinary photoshoot, uniform fabrication, and print production. This hands-on approach ensured that every texture and image aligned perfectly with the brand’s new modern identity.
Photography by @Somphoteua
Directing the food shoot on-site was critical. It wasn't just about lighting the dishes; it was about ensuring our new 'editorial' voice was present in every shadow and plate placement. We wanted the menu to feel like a discovery, not just a list.
There’s a limit to what you can do over a screen. To get the specific fabric weight for the uniforms and the exact paper 'tooth' for the menu, I needed to be in the room with the makers. It’s about bridging the gap between a vision and a physical reality.
The Outcome — Queen for a Day
The rebrand launch coincided with Mother’s Day, providing a perfect stage to demonstrate the strategy in action. To show the marketing team the potential of the new brand voice, I pitched turning a simple photo giveaway into a curated "Queen for a Day" event. By leaning into the cultural reverence for the Thai monarchy, we sourced a throne and tiaras to transform every mother into royalty. The result was a high-energy "Kizuna" moment that bridged the gap between management, staff, and guests, proving that a unified story can turn a routine meal into a community milestone.