THE HUB ICONSIAM

A NEW CHAPTER AT ICONSIAM.

The Hub has long been a familiar gathering place on Rama 9, built around a menu where Thai flavors meet European influences. As the brand expanded to ICONSIAM, the opportunity was to translate this distinctive culinary character into a visual experience—one that could feel familiar yet contemporary, casual yet considered.

OUR APPROACH
We created a visual language around the idea of Thai–European fusion, allowing the contrasts within the menu to become part of the identity itself. Food photography, typography, materiality, and composition work together to give each dish its own presence while creating a consistent expression across menus, in-store graphics, and communications.

DESIGN SCOPE
Creative Direction · Visual Identity · Art Direction · Menu Design · Environmental Graphics · Print & Brand Communications