My creative journey began with designing a large format vinyl backdrop for Sports Day at a high school in Bangkok, representing a team of over 100 people. This early project sparked my passion for design and showed me the power of creative expression.
Since then, I’ve worked across multiple sectors from developing branded restaurant menus for eight UK locations to creating fashion products featured in lifestyle media and worn by celebrities and influencers. I’ve led projects from concept to launch, covering brand strategy, visual design, packaging, and go-to-market execution.
My approach combines creative direction with market insight. I focus on building strong, clear brand identities that align with business goals and connect with target audiences. With a diverse background and cross-cultural experience, I adapt quickly to new trends, platforms, and consumer behaviors.
Project: Zaap Thai Street Food restaurant
Project: Transporting you to the street food markets of Bangkok, no passport required
Role: Brand Identity & Graphic Design
Type: Fast-paced, buzzing, ambient Thai street food experience (designed to make customers feel like they’re dining in Bangkok)
Keywords / Brand Pillars: Authenticity, Playfulness, Cultural Fusion, Local Roots
Target Audience: Students, tourists, professionals, families
Objective / Brief:
To design a special seasonal menu to be launched across 8 branches in North Yorkshire. As a Thai brand expanding in the UK, the goal was to apply an adaptive marketing strategy through graphic design, balancing Thai language elements with English slang and cultural references. The objective was to attract a wide customer base and deliver an enjoyable, immersive experience through visuals that reflect real Thai street food culture.
Spring/Summer Special Menu Campaign:
Launched across 8 UK branches, this campaign aimed to drive sales by using mouthwatering imagery and bold graphic elements that capture attention. The theme evokes a Thai summer—highlighting beaches as a key selling point of Thailand. The menu design references familiar elements from Thai street food culture, such as traditional price tags often seen in local markets or countryside stalls.
These design cues tap into nostalgia for those who’ve visited Thailand and introduce authentic details to new customers. As a Thai creative, I ensured the brand identity remained strong and consistent throughout the campaign, embedding it into key visual elements to stay top of mind with our audience.
Project: Daytime Special Menu
Role: Brand Identity & Campaign Design
Objective:
To boost lunchtime traffic and sales with a vibrant menu campaign that captures attention through appetizing visuals and culturally rich design elements.
Concept:
The 5 Days of Zaap campaign introduced a themed daytime menu inspired by Thailand’s traditional weekday calendar system. The design playfully incorporated Thai alphabets and daily color symbolism, cultural cues that resonate deeply with Thai audiences while educating and engaging UK customers.
By featuring a rotating special for each day of the week, the campaign brought freshness and excitement to the lunch menu. The layout included vibrant, “mouth-watering” food photography and bold graphical elements to create a high-energy, street-style vibe.
The menu also used the brand’s signature green background, visually tying the campaign to Zaap’s in-store environment and reinforcing brand consistency. This project showcased how cultural storytelling and localized design can work hand in hand to drive customer engagement and brand loyalty.
Project: Transporting you to the street food markets of Bangkok—no passport required
Role: Brand Identity & Graphic Design
Type: Fast-paced, buzzing, ambient Thai street food experience (designed to make customers feel like they’re dining in Bangkok)
Keywords / Brand Pillars: Authenticity, Playfulness, Cultural Fusion, Local Roots
Target Audience: Students, tourists, professionals, families
Objective/Brief: to create a series of lightboxes inspired by the vibrant street signage commonly seen across Bangkok where restaurants and commercial brands advertise with bold, illuminated signs on nearly every corner. The goal was to recreate this authentic visual language and bring it into a UK context.
Using Canva, I designed and mocked up a range of signage that reflects real Thai street branding, some adapted from original logos (with minor edits for size, resolution, and context), and others created from scratch to reflect Thai culture in a playful, cheeky way.
These lightboxes were printed and installed in the Manchester branch, transforming part of the space into a mini street-style exhibition. The final result not only added visual impact to the restaurant’s atmosphere but also gave me the feeling of curating my own small scale art installation, blending cultural storytelling with creative expression.
Project: Capsule A/W – Youth Forecaster
For: WGSN Trend Forecasting Assignment
Theme: Me-ness (#SelfCare)
Type: Youth Autumn/Winter Capsule Collection
Keywords / Brand Pillars: Playfulness, Local Roots, Wellness, Identity
Target Audience: Gen Z (ages 15–21)
Objective / Brief:
To forecast upcoming fashion trends for Autumn/Winter 2022 and design a youth-focused capsule collection based on those insights. The concept centers around self-care and individuality, drawing inspiration from Thai wellness culture—specifically the sacred Sak Yan tattoos, which symbolize faith, protection, and personal empowerment.
These traditional Thai symbols were reinterpreted as bold graphic prints, infused with modern affirmation phrases to promote mindfulness and mental well-being. The aim was to create wearable pieces that blend spiritual heritage with contemporary self-expression, appealing to young consumers seeking both style and meaning in their fashion choices.
Read more: https://annaisnothere.com/wp-admin/post.php?post=1475&action=edit
Project: Soulrare Seasonal Photoshoot (Own Brand)
Type: Feminist, Sexy, Fashion – Ready-to-Wear Collection
Keywords / Brand Pillars: Feminine Empowerment, Bold, Sexy, Confident
Target Audience: Women aged 25–35
Objective / Brief:
To boost seasonal sales around key moments such as Halloween, Christmas, and New Year’s Eve by creating a themed fashion photoshoot for Soulrare, my own ready-to-wear brand.
The strategy involved customizing existing pieces and styling them with new models in fresh, on-brand locations that reflected the energy of each season. This campaign approach successfully increased engagement and drove conversions—resulting in several items selling out in specific colors and sizes.
The project proved that aligning creative direction with seasonal marketing opportunities can significantly boost brand visibility and sales performance.
Read more about the brand: https://annaisnothere.com/entrepreneur/