Brand Identity Update & Rollout
Thai Food Online is an eCommerce brand supplying Thai and Southeast Asian groceries to UK consumers. The brand was well-established but had outgrown its original visual identity and digital presentation. With shifting customer expectations and a younger, more visually-led digital market, the business needed a refreshed look and feel to stay relevant and maintain trust amongst its customer base.
Challenge
To execute a brand update, modernising the company’s identity across digital channels while preserving the authenticity and trust it had built over the years. The goal was to appeal to a broader, digital-savvy audience while maintaining cultural credibility and clarity around the brand’s offering.
Approach
As the in-house marketing lead, I identified the strategic need for a rebrand during the COVID-19 pandemic, a time when consumer habits were shifting rapidly toward online grocery shopping.
To build trust and stand out in an increasingly competitive space, I proposed the refresh and led the project from briefing to delivery alongside an external design agency, including:
Developing the creative brief, outlining the brand’s positioning, values, and target personas
Provided strategic feedback on the new logo, colour palette and overall identity to ensure brand consistency
Overseing the integration of the new logo, colour palette and visual identity across key brand assets including social media, newsletter design and content
Before
After
Result
The rebrand was rolled out smoothly across web, email and social channels without disrupting operations, resulting in a more consistent and visually engaging brand presence. It helped strengthen trust and appeal among newer audiences, while internal templates and documentation ensured long-term consistency in visual storytelling and brand application.