Ja Dare Bor’ is a playful and bold Isaan-fusion restaurant located within the Somerset Hotel on Rama 9. Despite its premium location and existing European-style interior, the brand’s personality is the opposite—fun, cheeky, and full of Esan spirit. Our challenge was to create a visual and spatial identity that completely transforms the atmosphere without altering the original architectural structure or finishes.




TASK

To develop a complete Corporate Identity, lighting concept, and prop design that redefines the space from refined European dining to an energetic, playful Esan eatery. The brand should feel distinctly local but modern, loud but curated—celebrating northeastern Thai culture with humor and charm, while maintaining functionality within the constraints of the existing hotel environment.

All artwork throughout the restaurant, including wall treatments, ceiling visuals, and every signage and decorative prop—were custom designed to align with the brand's cheeky Esan identity. The result is a fully immersive and Instagram-worthy dining atmosphere that surprises, entertains, and celebrates local culture with unapologetic personality.