Worked on the launch journey of Same Same But Different, helping shape the brand into something that felt fun, fresh, and full of personality right from the start. I introduced merch marketing as a way to make the brand feel more culture-led and memorable beyond just the food and experience.

From Thai-inspired balms and graphic t-shirts to tote bags with playful Thai-inspired elements, every piece of merch was created to feel like a natural extension of the brand’s vibe. The idea was to make people take a little piece of the brand back with them, something fun, shareable, and conversation-worthy.

Alongside this, I also contributed towards building the overall brand voice and presence, focusing on creating a space that felt exciting, community-driven, and easy for people to connect with organically.