Giving My Favorite Thai Restaurant a Tasty New Brand.

As an introductory blog post, I feel like there’s a lot needed to explain what I’m doing here. So hang with me for a second if this is your first time here.

Every business has a story—and behind that story are real people. People with history, dreams, and a deep passion for what they do. That’s the heart of Brand Builders, a new series where I partner with small businesses to tell their story and help elevate their brand through intentional design and strategy.

And I couldn't be more excited to kick things off with one of my absolute favorite local spots: Thai Time.

A Family-Run Thai Restaurant with Heart

Tucked away in the heart of my neighborhood, Thai Time is a small, family-run Thai restaurant known for its delicious food and warm hospitality. It's one of those places you just feel good walking into—the kind of restaurant that learns your name, remembers your order, and makes you feel like part of the family. Even thought there building may not be the latest and greatest with the shiny marble countertops or the fancy recessed lighting, it’s a place that I seem to be attracted to (mostly because I’m a fiend for good curry!).

But like many small businesses, Thai Time has been focused on serving their customers, not necessarily building their brand. That’s where I come in. As a graphic designer and brand strategist, this project is about more than logos or color palettes. It’s about giving back—using the skills I’ve developed to help this awesome family-owned business grow, scale, and thrive.

A Business With A Story To Tell

This journey started, quite literally, with takeout. I was picking up food for my family (I ordered the Yellow Curry with beef if you’re interested) when I had a lightbulb moment: “What if I offered to help them rebrand? What if I could help take this amazing small business to the next level?”

So I reached out to Jay, the owner of Thai Time, and we scheduled a meeting to sit down and talk more about his business.

Jay and his family are first-generation immigrants with an incredible story. His parents met while working on a cruise ship—his dad in the kitchen, his mom elsewhere on board. Over the years, they opened multiple successful restaurants, eventually landing in Knoxville, Tennessee, where they opened Jai Dee—an iconic Thai spot that became a staple for me during college.

After graduation I moved away from campus and visited Jai Dee less and less. I moved on even if my hunger for curry never did…

Fast forward to 2020… the pandemic. Jay’s family sold Jai Dee as his father was approaching retirement. But Jay and his mom weren’t ready to hang up their aprons. Instead, they opened Thai Time—just a short walk from my home.

In a strange twist of fate, years later, I have come full circle with the Pomanee’s and have the privilege of helping them take the next step.

Why Small Businesses Need Brand Strategy

Like so many small business owners, Jay and his family are busy. Running the restaurant, managing staff, cooking meals, serving customers—it’s a full-time job and then some. That means there’s rarely time to step back and ask: What even is our brand?

That’s where Brand Builders comes in.

A good brand is more than a logo. It’s the way a business makes people feel. It’s the consistency across every touchpoint—from the signage and the website to the takeout menu and the way staff answers the phone. It’s the alignment between what the business does and how it’s perceived.

A rebrand isn’t about tearing down what’s already there. It’s about bringing clarity and alignment to the amazing experience a business already delivers—so customers can feel that from the very first interaction.

What’s Next for Thai Time

Over the next few months, I’ll be taking you behind the scenes as we reimagine Thai Time’s entire identity. We’ll redesign their logo, website, printed menus, merchandise, social media presence, and more.

But more importantly, we’ll be telling their story—one rooted in family, resilience, and incredible food.

Because small businesses with big hearts deserve big brands, too.

If you’re a small business owner, aspiring entrepreneur, or just someone who loves a good story, I invite you to follow along. This isn’t just about Thai Time. It’s about every small business trying to make a difference, one customer at a time.

Join the Journey

If you’re building something—or dreaming about starting—this series is for you. You might find that Thai Time’s story isn’t so different from your own.

👉 Subscribe on Youtube to follow the Brand Builders series
👉 Share this post and hit up Thai Time for that incredible
👉 Come back next week for Episode 2, where we dig into what makes Thai Time truly unique

Thanks for being here. Let’s build something amazing—together.