Giggling Squid is the UK’s largest Thai restaurant chain, and from October 2021 to July 2023, I was their first ever in-house designer. During this time, I was solely responsible for designing all of the brand’s print and digital assets, and I played a key role in elevating the brands visual identity.
Before I joined, the brand’s creative assets were inconsistent and didn’t reflect its premium market position. I led a comprehensive visual refresh to bring everything in line - from tone and layout to colour, typography, and the use of illustrations. The result was a more cohesive, polished identity that better aligned with the Giggling Squid experience.
As part of the refresh, I produced new brand guidelines to ensure consistency moving forward. These included clear usage rules for the logo, illustrations, and typography, as well as step-by-step instructions for updating existing materials across both print and digital. This laid the foundation for a more efficient and professional design process across the business.
I designed everything from in-restaurant POS, flyers, and menus to email marketing, adverts, and social campaigns. Whether it was a seasonal promotion or a new store opening, I made sure each piece felt unmistakably Giggling Squid - vibrant, playful, and premium.
Some examples of this work are shown on this page, offering a glimpse into how the refreshed branding came to life across multiple touchpoints.