Wai Thai
Food
BRANDING
CREATIVE STRATEGY
CREATIVE DIRECTION
BRAND MANAGEMENT
Brief:
As Thai Food is one of the famous Asian cuisine in Indonesia, Hangry wants to develop a new Thai Food brand specialized in making thai staple menu in practical and innovative way to win the online market.
My Scope:
In 2022, I had the chance to led the Wai Thai Food branding with my fellow marketing associate Vadilla and two designers Stanislaus Gerry & Christopher. In this branding project I was responsible for developing the brand identity, creative strategy, creative direction,and their launching campaign strategy.
In mid 2023, I got the responsibility to lead the brand and handled the end to end marketing strategy together with my own team;
Marketing - Ghifari Putra & Gita Putri
Designer - Stanislaus Gerry
KOL & Partnership - Rajma Danya
We accomplished to gain 7% increase for Wai Thai Food brand awareness in the first 8 months (by third party survey agency)
*All contents are owned by Hangry Indonesia
As Thai Food is one of the famous Asian cuisine in Indonesia, Hangry wants to develop a new Thai Food brand specialized in making thai staple menu in practical and innovative way to win the online market.
My Scope:
In 2022, I had the chance to led the Wai Thai Food branding with my fellow marketing associate Vadilla and two designers Stanislaus Gerry & Christopher. In this branding project I was responsible for developing the brand identity, creative strategy, creative direction,and their launching campaign strategy.
In mid 2023, I got the responsibility to lead the brand and handled the end to end marketing strategy together with my own team;
Marketing - Ghifari Putra & Gita Putri
Designer - Stanislaus Gerry
KOL & Partnership - Rajma Danya
We accomplished to gain 7% increase for Wai Thai Food brand awareness in the first 8 months (by third party survey agency)
*All contents are owned by Hangry Indonesia
Inspired by the vibrant and authentic culture of Thailand, Wai Thai Food was born with a clear mission: to stand apart from the conventional luxury-oriented Thai restaurants commonly found across Indonesia. Recognizing that most local competitors position themselves within an upscale and premium look, we chose a refreshingly different approach.
Our branding captures the lively, fun, and genuine spirit of Thai culture, delivering an authentic yet approachable experience. We designed Wai Thai Food to feel accessible, friendly, and engaging, inviting everyone to explore the rich flavors and joyful essence of Thai cuisine.
Wai in Thai means the Thai signature greeting, a slight bow, with the palms pressed together in a prayer-like fashion.
Meanwhile WTF is an expression when we have a moment of amazement, confusion, disbelief, ect. The expression we use when we watch an out-of-the-box Thai ads. The expression when we eat something that surprisingly good. With Wai Thai Food, we want to bring a surprisingly fun content & flavorful thai cuisine straight to your belly until you automatically say “WTF?”.
We’ll bring another perspective of Thailand with its vibrant flavor foods and surprisingly fun cultures!
Amusing
Funny
Quirky
and Vibrant!
