CHIFFON CAFE — PROJECT REBRAND

Brand Story

James and Ann, the founders of Chiffon Cafe, first met in Australia—a chapter filled with new experiences, personal growth, and self-discovery. While James was studying abroad, Ann was pursuing her passion for pastry, refining the craft she had always loved.

When they returned to Thailand, they shared a common dream: to build a café that reflected not only their love for coffee and desserts, but also the joy of creating something meaningful together. Chiffon Cafe was born from that dream—a place where passion, craftsmanship, and genuine hospitality come together.

Beyond its exceptional coffee and signature desserts, Chiffon Cafe’s true identity lies in the personalities of its owners. At first glance, the barista appears bold, rugged, and intimidating, covered in tattoos with a tough exterior. Yet behind that appearance is someone incredibly warm, approachable, and genuinely caring. This unexpected contrast extends into every customer interaction, making each visit feel personal and memorable

Design Concept

“ Hua Hin Bitter x Sweet “

Chiffon Cafe has always carried a playful spirit, but beneath it is confidence, craftsmanship, and a willingness to do things differently. We translated those qualities into a graphic system inspired by street culture and stencil art—where every mark feels spontaneous, yet intentionally placed.

The rough brush lettering reflects the handmade nature of the café. The stencil treatment adds boldness and memorability. Spray textures, imperfect edges, and layered compositions create a sense of movement, making the identity feel as though it naturally belongs on walls, packaging, cups, posters, or any space the brand occupies.