One of most well-known restaurants in town gets a makeover to celebrate their roots.
Visual Identity

Samsen is a Thai street food concept, bringing bold flavours from Thailand to bowls in Hong Kong. It is named after an area in Bangkok where historically the Chinese and Thais traded. Samsen was in the process of opening up their second venue and wanted to evolve their identity. They wanted their identity to be more detailed and sophisticated.


As the concept behind Samsen was inspired by Bangkok’s Chinatown area, kith&kin worked to bring that retro Thai feeling into the visual identity as well. The final design is more interesting and varied and it celebrates Thai authentically with its vintage and rustic feel.

We wanted the new visual identity to be more mobile and flexible with any future growth, which is why we created a stamp system for Samsen. This new stamp system brought the whole identity together and is the core of the rebranding.


With their refreshed visual identity, Samsen’s second venue had an extremely successful opening. Their restaurant has become a hugely popular staple among the locals and you can expect long wait lines to get in. Additionally, Samsen has enjoyed a new stream of revenue from their sauce jars.

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Hong Kong



Release Year



Charlie & Rose
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