THE FLAVOR SCROLL
Thesis brand that helps Charlotte's Asian-owned restaurants get found
FIELD
FOOD, LOCAL RESTAURANT DISCOVERY
OWNERSHIP
BFA THESIS: BRAND, PRODUCT DESIGN & CAMPAIGN
STACK
FIGMA, ILLUSTRATOR, SINERVA + SUKHUMVIT SET, PRINT
RESULT
3 PRODUCTS + A PUBLIC EXHIBITION
CLIENT
BFA thesis, UNC Charlotte
ROLE
Brand identity, product design, creative direction
TIMELINE
Aug 2025 to Nov 2025
THE PROBLEM
Asian restaurants make up nearly 35% of Charlotte's restaurants, yet many family-run spots barely show up online. Owners tend to see advertising as a cost with no clear return, so they rely on word of mouth and walk-ins, and younger diners never hear about them.
WHAT HE FOUND
Thomas started broad, with restaurants recovering from COVID, then narrowed to lesser-known Asian-owned spots once research showed most pandemic problems had eased. He studied Charlotte's food scene and interviewed two restaurant owners about their stories and how they saw advertising.
WHAT HE BUILT
Thomas built the brand on China red, yellow, and matcha green, with Sinerva for the logotype and Sukhumvit Set for text. It has three products: a website with map and grid views, filters, and a Feeling Lucky envelope that picks a random restaurant; a rewards program that earns owners stickers, site features, and printed scrolls telling their story; and posters for whole neighborhoods and single restaurants. The project closed with a public exhibition.
THE OUTCOME
The thesis ended with a complete conceptual brand, three products, and a public exhibition. The website, rewards program, and posters each give lesser-known Asian-owned restaurants in Charlotte a way to reach younger diners.
THE WORK
DETAILS
Narrowed the research from COVID recovery to lesser-known Asian-owned restaurants.
Interviewed two Charlotte restaurant owners about their stories and views on advertising.
Designed a website with map and grid views, filters, and a Feeling Lucky random pick.
Presented the brand and its three products at a public exhibition.
MORE FROM THE PROJECT
