Bluu

Bluu Asian Kitchen + Bar is a dining destination inside Royal Phuket Marina, with a concept drawn from Southeast Asia's maritime culture and the recipes that travelled its ports. STRE developed the restaurant brand from scratch: story, identity, menu, packaging, staff uniforms and stationery, plus signage and wayfinding in collaboration with the interior designer.

A restaurant brand for Phuket's Andaman Riviera

Royal Phuket Marina envisioned Bluu as a space that captures discovery, refinement and connection: a place where food, atmosphere and setting reflect the spirit of voyages, ports and shared experiences across the region, true to the marina's own legacy of redefining the Andaman Riviera scene.

When the marina first approached STRE, the restaurant was still in its early stages. It needed a clear brand foundation before anything visual could be decided, so that the identity, the guest experience and the interior would all follow one idea rather than three.

A maritime story, told from menu to signage

STRE developed Bluu's brand from the ground up, starting with 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, how it should differentiate, and how it should connect with its audience.

That gave us a direction for the whole dining experience, not only the food. Every later decision, from the menu layout to the wayfinding, was tested against it.

The identity takes its cues from the movement of waves in the typeface, paired with sleek, flowing illustrations that carry a refined but contemporary feel. To keep that elevated expression approachable, the colour palette was deliberately warm and inviting, positioning Bluu as an everyday dining destination rather than a special-occasion one.

STRE designed the full set of collateral: menus, packaging, staff uniforms and stationery, and worked with the interior designer on signage and wayfinding so the brand reads consistently from the marina walkway to the table. Based on the brand strategy, STRE also ideated the brand experiences, launch event and influencer strategy, and created and managed Bluu's social media content during the launch phase.

Bluu is open at Royal Phuket Marina. Details at royalphuketmarina.com. See also the marina's wellness cafe, Solavita.

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