7 LEAVES CAFE
Turning a new menu item into a cultural moment.
Green Thai Tea launched in March 2022 as 7 Leaves Cafe’s first new special drink in almost two years. The campaign celebrated Thai cultural roots and included a collaboration with the Thailand Tourism Authority and a Thailand trip sweepstakes.
I art directed the product photoshoot and designed a retail campaign across many store formats — and the drink outsold 7 Leaves Cafe’s usual bestseller, House Coffee, in its first week.
Green Thai Tea
ART DIRECTION · BRANDING · CAMPAIGN DESIGN
ART DIRECTION
Traditional roots, modern appetite.
We looked to Thai culture, textures, and natural ingredients for inspiration — translating familiar elements like rattan, floral garlands, and brass into a clean, modern visual story that feels both authentic and craveable.
DESIGN PROCESS
Finding the balance between intrigue and clarity.
ROUND ONE
We explored a range of directions, from expressive Thai typography to clean, modern layouts. Ultimately, we kept “Green Thai Tea” readable in English, with Thai script as a supporting accent — striking the right balance of cultural richness and approachability.
ROUND TWO
With the messaging established, I introduced Thai-inspired details through texture and color. We used warm rattan for more expressive pieces and a cool slate gray where quick legibility was essential, such as outdoor banners viewed from the road.
CAMPAIGN IN MARKET
Designed for dozens of real-world touchpoints.
From storefronts to drive-throughs, we brought the campaign to life across a wide range of formats. The cohesive visual system made it easy to adapt while keeping the brand and story consistent.
2024 REFRESH
A flexible system for a growing campaign.
Two years after the original launch, I partnered with 7 Leaves again to refresh the campaign for both Thai Tea and Green Thai Tea. Building on the original direction, we leaned further into traditional Thai patterns and the drinks’ vibrant colors and rich gradients. I created a flexible, modular system that could scale across 20+ formats for 7 Leaves locations nationwide.
Bringing Green Thai Tea to life was a collaborative effort. I partnered with the 7 Leaves team to translate the campaign strategy into a cohesive visual experience, from art direction and photography through the many in-store and promotional touchpoints.
Art Director and Lead Designer
Jenn Chow Tran
7 Leaves Cafe Marketing Team
Katrina Cabrera
Sandra Ninh
Photography
Chenni Wen Brody (2022)
Sarai MP (2024)
Marketing Director, 7 Leaves Cafe
Newton Hoang
Brand Director, 7 Leaves Cafe
Jack Zhong