Client:
Bluu
Category:
Brand Strategy, Brand Identity, Collateral Design, Menu Design, Signage & Social Media
Link:
Bluu
Bluu Asian Kitchen + Bar is a new dining establishment within Royal Phuket Marina—with the concept inspired by the Southeast Asian region’s maritime culture and recipes that captures a sense of discovery, refinement, and connection.
STRE was assigned to develop the brand from scratch—from creating the story to the identity, and designing collaterals including menu, packaging, staff uniforms, and stationery. STRE also collaborated with the interior designer on signage and wayfinding design.
THE ASK
Bluu was envisioned by Royal Phuket Marina as a space that captures a sense of discovery, refinement, and connection. A dining space where food, atmosphere, and setting come together to reflect the spirit of voyages, ports, and shared experiences across the region—true to the marina’s legacy of redefining the Andaman Riviera scene. When Royal Phuket Marina first approached us, the restaurant was still in its early stages, requiring a clear brand foundation to guide visual expression and the guest experience.
OUR SOLUTION
STRE developed Bluu’s brand from the ground up, beginning with articulating a clear brand story, positioning, and personality. Drawing from Southeast Asia’s maritime culture and the spirit of exploration, the strategic foundation defined how Bluu should feel, differentiate, and connect with its audience.
This allowed us to set a clear direction for the overall dining experience beyond just the food.
This strategy then guided the development of Bluu’s brand identity, ensuring every visual element worked cohesively to express the concept. The identity takes cues from the movement of waves through its typeface, paired with sleek, flowing illustrations that convey a refined yet contemporary sensibility.
To balance this elevated expression with approachability, the colour palette was intentionally kept warm and inviting—positioning Bluu as an everyday dining destination rather than one reserved only for special occasions.
Based on the brand strategy, STRE also ideated the brand experiences, launch event, and influencer strategy—as well as created and managed Bluu’s social media content during the launch phase.
Together, these elements create a cohesive identity that feels distinctive, welcoming, and true to Bluu’s purpose.
