Designer in NYC
Selected Works
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AYAM
Brand Identity - 2025
BRAND
AYAM
ROLE
Art Direction, Design, Copywriting
SPECIAL THANKS
The Family
AYAM is a Thai-Malay fast-casual eatery in NYC, serving a bold, chicken-only menu inspired by the street food of Southern Thailand and Malaysia. The name "AYAM," meaning "chicken" in Malay, reflects its focused, high-impact approach to flavor.
The brand identity embraces the fiery essence of Thai-Malay cuisine with a striking red-and-yellow palette—an homage to both the Narathiwat province flag and the vibrant hues of certain chickens. Using structured yet dynamic typography, the design mirrors the bold, no-frills nature of the menu. Graphic elements channel the energy of bustling street markets, making AYAM an unmistakable presence in NYC’s dining scene.
Brick + Mortar Design and Creative