Giggling Squid Brand Refresh
Giggling Squid is the UK’s largest Thai restaurant chain, and from October 2021 to July 2023 I worked as the brand’s first in-house designer. In this role, I was solely responsible for the design of all print, digital and motion assets across the 50+ restaurant estate.
A key part of my role was leading a major brand refresh. Prior to this, the visual identity lacked consistency and did not reflect the premium positioning of the brand. I developed a more refined and cohesive visual direction, applying it across a wide range of touchpoints including brand guidelines, advertising campaigns, digital marketing, email design, flyers and in-restaurant POS.
Giggling Squid Brand Guidelines
To ensure long-term consistency across the company, I also created comprehensive brand guidelines to support the rollout of the refreshed identity. These introduced clear systems and processes for the use of typography, illustration and logo application, alongside step-by-step guidance for updating existing all print and digital assets.
