This exciting project was a collaboration between 4 designers, Mim’s Table, and its devoted customers. Despite not having any brand visuals, Mim’s Table was full of character, and had an existing niche fanbase made of high-spending Bangkok foodies. The challenge was finding the sweet spot between creativity, witty personality, authenticity, and an identity that resonates with the target audience. Mim’s Table products are meant to be an extension of the chef’s table experience, where food is enjoyed privately with loved ones. Both gravlax and cookies are to be promoted via selected KOLs to reach the niche audience, and cross-promoted with similar upper middle market brands. For social media, customer feedback would be turned into fun charts and graphs, for example, a colorful scatter plot that shows

the relationship between various feelings and number of cookies ordered “Big Ass Cookies make me feel…” The brand would never use discounts as purchase catalysts, but instead, would sometimes push “stock running out” messages to create urgency. Referral cards would be given to high-spending customers, to pass onto their friends who want to be moved up the waitlist for Mim’s Table. Voice and style of social media captions would be tongue-in-cheek, straight to the point, and entertaining/informative. “Each MTB product is the result of research, care and countless experiments. Mim cooks food for people to enjoy, not for the purpose of selling.” This would be the message of every copy, story, image, and post. Mim’s Table loved the ideas. During the launch, all products sold out within 24 hours.