Industry background
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In recent years, Thai food has maintained good momentum in the catering industry, which has been hit by the epidemic. According to public data, its compound annual growth rate can reach 120%, and its search volume also ranks the first among all exotic food categories. While Thai food is hot, the "food stall" of Thai catering has become a small trend, featuring "Thai street atmosphere", and has the characteristics of "cost-effective" and "small and beautiful". Under the background of younger consumers and rationalization, its development potential can not be underestimated.
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In recent years, Thai food has maintained good momentum in the catering industry, which has been hit by the epidemic. According to public data, its compound annual growth rate can reach 120%, and its search volume also ranks the first among all exotic food categories. While Thai food is hot, the "food stall" of Thai catering has become a small trend, featuring "Thai street atmosphere", and has the characteristics of "cost-effective" and "small and beautiful". Under the background of younger consumers and rationalization, its development potential can not be underestimated.
行业背景
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近几年，在因疫情而受挫的餐饮行业中，泰料一直保持着不错的势能，据公开数据显示，其年复合增长率可达120%，并且搜索量也位居各异域料理品类的第一名。而泰料走热的同时，泰式餐饮的“大排档化”已成小趋势，主打“泰式街头氛围”，并拥有“性价比高”、“小而美”的特点，在消费者年轻化和趋于理性化的背景下，其发展潜力不可小觑。
Hangzhou queue king
Super popular Internet celebrity Thai material
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TaiTanXiang , founded by two young men born in 1995. In the process of searching for food around Thailand for many times, they were deeply impressed by the Thai street food stalls and night market snacks, so they decided to come back to China to establish a young brand of Thai food stalls - TaiTanXiang, which focuses on the Thai night market food, so that every dish can be turned into an emotional affordable meal, so that every customer entering the store can personally experience the human flavor of the Thai market.
杭州排队王
超人气网红泰料
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泰坦象，由两个95后年轻小伙联手创立。在两人多次前往泰国各地寻觅美食的过程中，对泰国街头的大排档、夜市小吃有着深刻印象，于是决定回国创办泰式大排档年轻品牌——泰坦象，主打泰国夜市美食，让每一份菜品都变成有感情的实惠餐食，让每一位进店的顾客都能切身体会泰国市井的人间风味。
Font detail
It comes from Thai cultural elements
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Based on the brand attributes, the font had to be distinctly Thai, but at the same time we wanted it to be simple and recognizable. We looked for widely known features of Thai culture and incorporated them into the details of the font, presenting a durable, youthful texture in a minimalist form.
字体的细节
来源于泰国文化元素
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基于品牌属性，字体必须具备显而易见的泰国特征，但同时我们希望它是简约的、易被识别的。我们在泰国文化中寻找被广泛熟知的特点，将它们融入字体细节中，以极简的形式，呈现耐看、年轻的质感。
Inspired by Thai characteristics
Absorb the retro trend color
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We draw color inspiration from Thai symbols: orange, which represents a passionate and uplifting attitude; The green of coconut represents the vitality of lush toughness; The white of coconut milk represents the kind and friendly side. With bright colors, present fashion and the trend of Thai style amorous feelings.
Absorb the retro trend color
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We draw color inspiration from Thai symbols: orange, which represents a passionate and uplifting attitude; The green of coconut represents the vitality of lush toughness; The white of coconut milk represents the kind and friendly side. With bright colors, present fashion and the trend of Thai style amorous feelings.
以泰式特色为灵感
吸取复古潮流色彩
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我们从泰式代表物中吸取色彩灵感：冬阴功的橙，代表着热情和向上的态度；椰青的绿，代表着葱郁韧性的生机感；椰奶的白，代表善良亲和的一面。辅以明丽的色彩，呈现时尚与潮流的泰式风情。
Recast memories of
Night markets in Bangkok
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Design neon signs, Thai posters and other decorations to create a deep Southeast Asian style, street fireworks and quality sense, take you back to the streets of Thailand, explore the story of the old street.
Night markets in Bangkok
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Design neon signs, Thai posters and other decorations to create a deep Southeast Asian style, street fireworks and quality sense, take you back to the streets of Thailand, explore the story of the old street.
重新塑造
有关曼谷夜市的记忆
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设计霓虹灯牌、泰⽂海报张贴等装饰，打造浓浓的东南亚风情，市井烟火气与品质感皆具，带你秒回泰国街头，探索老街故事。同时结合趣味文案，“泰”拉风的大排档、“泰”有趣、“泰”正经、生活有“泰”度等，塑造泰式新浪潮。
Simplify "elephant" graphics
Create differentiated symbols
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In terms of symbol design, we take the brand gene word "elephant" as the prototype, absorb the Thai culture of standing by two images, combine with the Thai pattern design, hide the initial letter "T" in it, and create a non-traditional elephant logo with minimal lines, forming the unique differentiation symbol of TaiTanXiang.
Create differentiated symbols
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In terms of symbol design, we take the brand gene word "elephant" as the prototype, absorb the Thai culture of standing by two images, combine with the Thai pattern design, hide the initial letter "T" in it, and create a non-traditional elephant logo with minimal lines, forming the unique differentiation symbol of TaiTanXiang.
简化「象」图形
打造差异化符号
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在符号的设计上，我们以品牌基因字“象”作为原型，吸取双象而立的泰国文化，再结合泰国纹样设计，将首字母“T”藏入其中，以极简的线条，打造非传统大象logo，形成泰坦象独特的差异化符号。
打造差异化符号
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在符号的设计上，我们以品牌基因字“象”作为原型，吸取双象而立的泰国文化，再结合泰国纹样设计，将首字母“T”藏入其中，以极简的线条，打造非传统大象logo，形成泰坦象独特的差异化符号。
