Salad King on Queen

Salad King

Salad King has been a Toronto institution since 1981, serving delicious Thai food to over 1000 guests a day. In 2021, Salad King opened a new location at Queen and McCaul, which provided an opportunity to refresh the brand and give it a more “grown up” look. The project consisted of large wall murals, a website redesign, exterior signage, glass decals, printed menus and promotional items, and a new digital menu box.

Our core challenge was to build on the reputation of delicious, affordable food and playful sense of humour that Salad King has become known for, while also complimenting a more elevated menu, interior and dining experience at the new location.

By using a few, isolated areas of the restaurant to create a bold visual impact, we were able to inject the interior with bursts of colour that were balanced by more muted, natural furniture and finishes.

Taking inspiration from the colourful silk scarves sold in Thai markets, and the iconic Blue Temple, we created vibrant patterns that look somewhat traditional at first glance. But on closer inspection, each pattern incorporates subtle ingredients and other symbols of Thai cuisine.

Similarly layered is the 20’ mural surrounding the stairs that patrons see when they first enter the space. Not only is it jam packed with references to Toronto cultural landmarks and the surrounding community, it’s also a visual timeline of Salad King’s storied history. It’s placement next to a wall of mirrors creates the illusion that it’s twice as large, and certain elements in the mural are meant to be seen and read only in the reflection.

Another key piece for this project was the website refresh. The most crucial need was for the menu section to include items from both locations. O/B implemented a tabbed approach where users can switch between each location easily. The site also incorporates quirky animations and illustrations throughout, and highlights the history of Salad King through a side-scrolling timeline. 

After opening in March 2021, the new restaurant attracted a lot of media attention; BlogTO, TasteToronto, Toronto Life, and Toronto Star were among those who wrote raving reviews about the new restaurant and space. And our wall graphics have since become a popular backdrop for Toronto foodie selfies on social media.

Salad King remains a proud Thai staple in the Toronto scene, and is poised for years of growth and success after this bold brand refresh.

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