CFX approached Red Pepper’s project with the knowledge that the restaurant, while serving many dishes common to traditional Thai fare, prides itself on infusing a modern touch and flavour into every work of art created in its kitchens. The bold and trendy decor of the restaurant inspired the CFX tream to use bold solid colours and clean typography to create a strong, elegant and sophisticated logo. Sans-serif typefaces were chosen to enhance legibility and maintain the clean lines of the identity.

The primary palette choice of rich red was chosen not only for its passion-inspiring qualities but also because of the colour’s psychological implications - to inspire an appetite for sensational food.

Brand identity collateral and menus incorporated ash grey as a secondary colour choice to enhance the crisp, modern and rich feel of the pieces.