Pakaoma
Thai-Lao Diner

📍 El Cerrito, CA

Rebranding re-concepting an existing business

After a successful collaboration on the launch of Saneh Bangkok in Pleasant Hill—where a bold concept, cohesive branding, and immersive interior design helped turn the new Thai restaurant into an instant hit—the co-owners came back to Akitso with a new challenge.

This time, they wanted to breathe new life into Banana Leaf, an existing restaurant with slow business and unclear branding. They were ready to rethink everything—from the menu to the ambiance. With a desire to showcase both Thai and Lao cuisines, they trusted Akitso to help define the concept, name the restaurant, and bring the brand to life visually and spatially.

Together, we developed a greater story that tied the food to its cultural roots. From naming and menu design to signage and a thoughtful interior refresh on a tight budget, every detail was crafted to deepen the connection between guests and the story behind the food.

Concept


ผ้าขาวม้าถักทอความงดงามของมรดกทางวัฒนธรรมแห่งภาคตะวันออกเฉียงเหนือของไทยลงในทุกจานอาหาร เช่นเดียวกับที่ผ้าทอชื่อเดียวกันนี้ถักทอเรื่องราวของรสชาติไทย-ลาวเข้าไว้ด้วยกัน รากฐานของร้านอาหารนี้อยู่ในวัฒนธรรมอีสาน ที่เฉลิมฉลองความอบอุ่น ความหลากหลาย และความชาญฉลาดของผู้คนในภูมิภาค ผ่านทั้งอาหารและอัตลักษณ์ของแบรนด์

Pakaoma weaves the vibrant heritage of Northeastern Thailand (Isan) into every dish, just as its namesake (pakaoma is a type of textile) threads together the stories of Thai-Lao flavors. Rooted in the culture of Isan, this restaurant celebrates the warmth, versatility, and ingenuity of the region through both its cuisine and its brand identity.

(before)

Naming

ผ้าขาวม้า (pakaoma) is a traditional woven cloth widely used in Thailand and Laos, and it holds deep cultural significance in both countries.

“So far it’s been an upward trend since the rebrand. Restaurant has been very very busy these past few days in particular. Packed house on multiple consecutive days— somewhat rare for [previous business]. Curious to see how things go this week. Already assessing staffing needs — probably need to increase capacity in the coming weeks. Thanks so much for your help so far!”

— Franco, Pakaoma team member

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Saneh Bangkok