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Fish Cheeks NYC

Brand Strategy |  Brand Identity  |  Brand Marketing

This colorful Thai restaurant focuses on the country's bounty of seafood dishes located in the heart of the most historic streets in NoHo with its famous cobbled stone on Bond Street. The decor was done by Space NY resembles the beachside haunt where locals go. With its psychedelic-bright chairs and fish-tile awning, colorful chairs, and porcelain fish lighting above the bar brings a refreshing vibe to what Thai restaurants are about. Since opened it has taken off on its own lane and visited by many celebrities and food critics including Chrissy Teigen, John Legend, Pete Wells, Alexander Wang, and James Franco. 

I helped created the brand strategy, the tone of voice and designed the visual identity that positioned Fish Cheeks as a Thai restaurant that breaks away from the typical norm. They served family style Thai dishes unapologetically bold and flavorful for the adventurous souls – a place that infamously claimed "NO PAD THAI ZONE". 

Food Photography: Pierce Harrison
Interior Photography: Connie Zhou