My Thai – Identity

In 1967, the enigmatic disappearance of Jim Thompson left an enduring legacy that continues to thrive today. The Jim Thompson brand has since expanded into the culinary world with the establishment of My Thai restaurant in Kuala Lumpur in 2006. Drawing inspiration from Thompson's deep connection with elephants during his life, it was only fitting to integrate an elephant motif into the restaurant's visual identity.

Jim Thompson's commitment to preserving traditional Thai culture extended to acknowledging the significant role elephants played in the country's history and society. His dedication to elephant-themed art and artifacts is evident in his Bangkok home, now a museum, featuring various elephant sculptures and statues. Thompson's advocacy for elephant welfare is further exemplified through his collaboration with the Thai government to found the nation's first elephant hospital, providing essential care for sick and injured elephants. Additionally, he championed ethical elephant interactions and sanctuaries as part of his promotion of elephant-friendly tourism practices.

The restaurant's bespoke tables, also under the Jim Thomson brand, influenced the unique shape of the 'T' and informed the overall aesthetic of the logotype, harmonising the brand elements while paying homage to the man whose passion for Thailand's rich cultural heritage lives on.