Tucked inside a beautifully refurbished 1937 Art Deco building, Cassia celebrates the fresh, vibrant flavors of Southeast Asia, utilizing the best quality ingredients from local farmers (not to mention the amazing cocktails).


When the cherished Spice Table was slated to close on the final day of 2013, partners Bryant Ng & Kim Luu-Ng knew that they would need a new place to call home. They found it in a restored art deco building in Santa Monica in a partnership with Josh Loeb & Zoe Nathan (of Rustic Canyon and Milo & Olive fame).

Taking its roots from Bryant and Kim’s culinary heritage and experiences, the collaboration has struck a unique balance of soulful, ancestral cuisine with a California sensibility. The partnership has been an overwhelming success with Cassia rated one of the top ten new restaurants of 2015 by Los Angeles Magazine.


Corporate Identity, Collateral, Signage, Packaging, Menus Website


Cassia, Santa Monica, CA


Architecture: Montalba Architects
In Restaurant photography: Rick Poon
Website development: Jonathan Wang
Door Painting: Analog Signs

The inspiration for the design is very much rooted in the rich history and graphic language of a traditional French Brasserie. The hand-lettered logo emulates the confidence of signature written thousands of times by a proud shop owner. It is in the asymmetrical tabular grid and quirky typography where the familiarity shifts to reflect a more eclectic eastern influence (hinting at the the mixture of influences prevalent in this vibrant cuisine). This is balanced by lush imagery of the early part of the last century—adding a depth and a mystery to the system as a whole.

The door graphics recall brasseries found speckling the cobblestone streets of le Marais. The formality of the typography is complimented by the hand-painted finish—inviting the diner to come inside.

The menu system expands the established graphic language, bold and flexible, incorporating daily changes easily. The border treatment and varied typography are carried though out the entire menu system.

The graphics on the backs of the postcards are a wink to Bryant’s dad, whose restaurant, the Bali Hai, originally took its place in Culver City, CA. Mixed with the lush turn of the century illustrations and a vintage photo of Bryant’s grand dad complete the system.

An oversized stamp was designed to adorn the take away bags, mimicking the door graphics as a memory of the visit. A remnant from the lovely Spice Table (below), Bryant and Kim brought the bird cages along with them to light Cassia’s large communal table.

We designed the website, which features beautiful photography by Rick Poon, and is responsive, working as well on a phone as it does on a laptop. Check it out at:

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