Santa Fe Happy Steak

Thailand’s Santa Fe Happy Steak restaurant chain has a total of 142 branches, and was recently rebranded to convey fun, friendliness and ease of access. The rebranding undertaken by parent company FAB Food Holdings Co., Ltd. as the first in a brand consolidation effort indended to position Santa Fe as a premium steak brand that responds to the needs of a new generation. As such, the design of the restaurants has moved from being a traditional steak restaurant to a providing contemporary atmosphere with an interesting dining experience that is suitable for photography. The type family they chose for their rebranding is Bree Thai, which is used in combination with Bree Latin. Because Bree is such a friendly and optimistic type family, the choice was an apt one.

Bree Thai delivers a spirited look and feel for branding and headline usage. And since Bree Latin is clearly influenced by handwriting, its closest Thai counterpart is the modern loopless style. Not only does this help Bree Thai complement the other established scripts, it gives text a lively and approachable appearance in paragraphs with fluid shapes and measured flourishes.