SOI CLUB
SOI CLUB is a hospitality-first sub-brand within a broader house of brands—built for on-location hotel restaurants and elevated room service, offering real, delicious meals instead of standard “club sandwich” fare. Its Asian fusion menu draws inspiration from multiple countries and is designed to be finished and served within minutes for smooth hotel operations.
As the graphic designer, I created the core visual identity and a compact guideline to keep the brand consistent across print, digital, and in-room touchpoints. “Soi” is Thai for a side street branching off a main road—an essential part of Bangkok’s neighbourhood layout—so the logo becomes a bold square “street block” that hints at city grids and flavour discovery.
