Tropical Restaurant Branding for The Hub Samui – Where Island Culture Meets Culinary Cool
The Hub Samui isn’t just another café—it’s a lifestyle destination. Nestled in the heart of Koh Samui, The Hub offers a tropical escape where locals, travellers, and remote workers come together over artisanal coffee, fresh meals, and a relaxed island atmosphere. When they approached Highly Persuasive, they weren’t just looking for a logo—they were looking for a brand. Something that could tell their story, communicate their values, and make them instantly recognisable in a competitive hospitality market.
We began with brand discovery, diving deep into the business vision, customer personas, and local context. The challenge? Create a brand identity that feels distinctly “Samui”—laid-back yet stylish, tropical yet modern. It had to appeal to a diverse audience: digital nomads with laptops, health-conscious tourists, and Thai locals seeking a comfortable, aspirational hangout.
Our solution started with a bespoke logo design, inspired by the island’s organic shapes—waves, leaves, sunbursts—blended with clean typography to give the brand a modern, professional edge. The resulting logomark is versatile across formats, from café signage to coffee cup sleeves and digital applications.
We then developed a full visual identity system, including a custom colour palette of muted greens, coral, and sand tones—evoking freshness, calm, and natural vibrancy. Typography choices added a subtle sophistication, while image direction and textures reinforced the “tropical modern” positioning.
Beyond aesthetics, we worked on tone of voice and brand messaging. It wasn’t enough to look good—The Hub needed to sound like the kind of place you’d want to spend an afternoon. We crafted a brand voice that’s welcoming, a little cheeky, and effortlessly confident—used across menus, signage, and social captions.
Importantly, we designed all assets with real-world application in mind. From printed menus to street-facing signage to social graphics, everything had to be cohesive and scalable. We created brand usage guidelines to help the team stay on-brand as the business grows, expands its menu, and explores events and partnerships.
The final result? A café and restaurant that doesn’t just serve food—it serves identity. The Hub Samui now feels like a deliberate destination. It attracts its audience not just through location or word of mouth, but through a strong, coherent visual and emotional presence.
This project is a prime example of how strategic brand identity design can elevate a business from “just another café” to a must-visit experience. By aligning visuals, voice, and values, we’ve helped The Hub establish itself as a brand people remember, talk about, and come back to.
