Since 2003, Santa Fe has been a family steak restaurant familiar to Thai consumers, growing to 122 branches across the country. With new ownership and fresh partnerships, the moment has come to renew its identity. The vision is captured in the idea of “a happy steak”: a promise of joy shared among family and friends whenever they gather to enjoy a meal.

This new direction brings simplicity and boldness to the forefront, with typography leading the way and brand colors anchoring the memory of the experience. A refreshed imagery style adds vibrancy—more upbeat, urban, and full of appetite.

We introduced “the happy mark,” drawn from the letter “e” in the logotype, to be used like a signature of the brand. Alongside it, a series of “happy badges” inspired by Santa Fe’s own culture—its places, its menu, its people—creates a graphic language that is memorable, welcoming, and friendly to consumers.