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

The inspiration for the design is very much rooted in the rich 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 on a menu board, the door lettering reminiscent of many found speckling the cobblestone streets of Le Marais.

Within the asymmetrical tabular grid and quirky typography there is a more eclectic Eastern influence (hinting at the mixture of flavors prevalent in this vibrant cuisine). Balanced by lush imagery from the early part of the last century, the takeaway is both old and new.

Project Information

When the cherished Spice Table was slated to close in 2013, partners Bryant Ng & Kim Luu-Ng knew they’d need a new place to call home. They found it in a partnership with Josh Loeb & Zoe Nathan (of Rustic Canyon fame), not too far away in Santa Monica. The collaboration has struck a unique balance of soulful, ancestral cuisine with a California sensibility. Cassia has been an overwhelming success with Cassia consistently rated one of the best restaurants on the West Coast (by basically everyone).


Corporate Identity, Collateral, Signage, Packaging, Menus, Website


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


Cassia, Santa Monica, CA