Rooted in the character of Thai cuisine, we created a contemporary visual language that makes tradition feel relevant to a new generation. Rather than reinventing what makes Thai food distinctive, we focused on how it could be seen differently—through clean compositions, natural food styling, and a refined simplicity that brings Erawan’s Instant Rice Noodles into a modern, international context.

The idea comes to life through a series of cooking films featuring Thai favorites including Kway Teow Gai, Pad See Ew, Rad Na, and Pad Thai. Each recipe is distilled into an intuitive visual journey, where thoughtful art direction, food styling, and simple storytelling allow the ingredients, textures, and cooking process to take center stage—making authentic Thai cooking feel contemporary, accessible, and unmistakably Thai.

DESIGN SCOPE
Creative Direction · Social Media Design · Visual Language · Art Direction · Content Design · Cooking Films