Rosa's Thai Cafe

Rosa’s was founded by husband and wife Alex (English) and Saiphin (Thai) Moore. Their first restaurant – classic Thai cooking on the site of a London cabbie’s caff – Rosa’s was a unique celebration of homeland and home. Their second site in Soho, however, was a disappointment. What had changed?

Without® established that where the original restaurant was a unique expression of Thai and English culture, the second site, to outsiders, was simply another Thai restaurant. The magic that made Rosa’s special was natural, instinctive and confined to that site. This became the brief: turn the Rosa’s story into a brand.

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Hybrid culture

Most Thai restaurants in the UK take inspiration from nature – trickling water, bamboo. Rosa’s is not only a more urban affair, but has a unique perspective on homeland and home. Taking inspiration from the founders’ origins, Without® discovered common themes between Thai and English cafés: they both ritualise tea-drinking, they love condiments, doilies.

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Without® edited, designing, art directed and produced a small book of Rosa’s signature recipes, available to purchase in-store. In a karmic twist, a customer who was also a publisher saw this gem and encouraged Rosa’s to write a full volume – now available in all good bookshops.

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The brand in numbers

  • 150% increase in turnover after brand relaunch
  • 9 restaurants and counting
  • 12 monkeys hidden in the logo doily