Thai restaurant group Busaba is set to undergo a rebrand in celebration of its 20th anniversary as part of a drive to “re-energise the brand while celebrating its past”.
The new identity, launching this week, includes a new logo, a suite of menus and a team uniform designed by design agency, Paul Belford.
The full rebrand will be activated over the next year, starting with digital platforms, an advertising campaign and exterior signage at its13 London chains.
It said the rebrand “aims to reignite the rituals and symbols in every restaurant, helping to differentiate Busaba from other casual dining operators”.
The rebrand will be celebrated in November alongside media reviving a selection Busaba’s most popular dishes from the past 20 years, including chilli prawn rice (1999), char kwetio (2002), jungle curry (2006) and crab claw po (2010).
Neve Rabbou, Busaba’s marketing director, said: “Working with Paul Belford on this rebrand has required Busaba to push boundaries, both internally and externally. As a 20-year-old brand with plenty of history, we needed an evolution rather than a revolution.
“Paul and his team led this with creative precision and a deep understanding of our background, ethos and philosophy, injecting relevance back into Busaba while maintaining our roots.”
She added: “The creative process has rejuvenated the brand, making it fresh and beautiful with a clear personality that is true to what we have always stood for.”