For people in Bangkok who want serious Northern Thai cooking without a serious evening, North is the Bistronomy of Lanna kitchen that lets you order freely and eat on your own terms, because the Michelin-listed craft stays 100% in the plate while only the format relaxes.
In plain words
Serious Northern Thai cooking, without the serious evening.
Order what you want, in the order you want it.
The kitchen does not relax. Only the rules of the room do.
01The brand
The one thing to understand
North is not changing what it cooks. It is changing how you get to enjoy it.
WhatRoot
Gastronomy of Lanna.
What we cook. Unchanged, 100% in the plate.
HowRise
Bistronomy.
How you enjoy it. On your own terms.
North Restaurant, Bistronomy of Lanna, is still right here. We just gave it room to rise.
รากเดิมยังอยู่ที่เดิม เราแค่เปิดที่ให้มันโต
01The brand
Valueseach could be claimed the other way round
Rooted before clever.
Open, not pure.
Craft you do not have to notice.
A home, not a stage.
Tell it casually.
Archetype
The Explorer, with roots.
01The brand
Voice
Five words, and what each one is not.
Rooted
NotFolkloric. A history lecture. “Since ancient times.”
Warm
NotChummy. Exclamation marks. “Hey foodies!”
Unhurried
NotVague. Sentences that never land.
Sure
NotBoastful. “The best Northern Thai in Bangkok.”
Playful
NotJokey. Puns about the food.
01The brand
Vocabulary
The words do most of the work.
Use, spelled exactly like this
Bistronomy of Lanna
Root & Rise
Lanna Selection (À La Carte)
Voyage Selection
Curated Samrubสำรับคัดสรร
guesthomeroom to riseFleur du Nord
Avoid
casualsimplercheaper
fixingwe lost our way
exquisitelydelightfullychef's inspiration
sirmadamwould you prefer
fusion
01The brand
Taglineverbatim, never paraphrased
North Restaurant, Bistronomy of Lanna, is still right here. We just gave it room to rise.
Root: the kitchen is 100% still in the plate.
Rise: growing is what Lanna food has always done.
Three doors in.
02
Section 02
The mark.
Anatomy
A ring, a hand-drawn n, and a quiet wordmark.
The ring, the n, the wordmark. The primary is never retraced, never separated, never recoloured.
Two versions of the primary. One secondary.
02The mark
02The mark
xxxx
x = one quarter of the mark's width. Nothing enters the dashed zone: no type, no rule, no edge of a photograph.
Clear space and minimum size
Give it air.
Print minimum18 mm. Below this the wordmark fills in on uncoated stock.
Screen minimum64 px. Smaller than that, use the monogram.
02The mark
Don'ts
Six ways to get it wrong.
✕
Don't stretch or squash it.
✕
Don't rotate it.
✕
Don't recolour the primary. Ink, white, or real brass.
✕
Don't add shadows, glows or effects.
✕
Don't put it on a busy photograph without a dark scrim.
✕
Don't crop the wordmark off the primary. The monogram is a drawn mark, not a crop.
02The mark
Secondary mark
The n, without the ring.
For where the full mark is too much, or too small.
InkReverseJade DeepLeaf
One colour at a time. Any single colour from the palette. Never two, never a gradient, never on a photograph without a scrim.
Never instead of the primary. The full mark signs the brand. This one marks a surface: favicon, app icon, stamp, plate mark, the corner of a page.
The graphic language is drawn from this next: the elements come out of the letterform, not from somewhere else.
03
Section 03
A green to lead. Four from the plate.
Dark
#171A13the dark page
Stone
#EAE7E3the light page
Leaf
#4FB86Bgreen for dark pages
Jade
#2E8B6Agreen for light pagessmall words #257156
Yolk
#FFBB17
Chilli
#FF4E2E
Indigo
#2F4BC7
Lime
#B9E24A
03Colour
The palette
Two pages, one green, four brights.
03Colour
Before and after
Same room. Louder plate.
BeforeGastronomy of Lanna
Dark
#171A13
Stone
#EAE7E3
Sage
#5D6F53
Sage Light
#9DB993
Brass
#B98A3A
Brass Light
#D6A44E
AfterBistronomy of Lanna
Dark
#171A13
Stone
#EAE7E3
Leaf
#4FB86B
Jade
#2E8B6A
Yolk
#FFBB17
Chilli
#FF4E2E
Indigo
#2F4BC7
Lime
#B9E24A
03Colour
The rules
Six rules. Nothing is picked by eye.
1
Pick the page first: dark or light.
Pages take turns. Dark for covers, dividers and social. Light for anything read at length.
2
Words are off-white on dark, near-black on light.
Small notes are grey. Words are never green and never a bright colour.
3
One green thing per page.
The loud word, a heading, a line. Leaf on a dark page, Jade on a light page.
4
Numbers have their own colour.
Yolk on a dark page, Indigo on a light page. Prices, dates, counts.
5
One bright colour per page, taking turns.
Yolk then Lime colour the word on a dark page; on a light page the word is green and Indigo is the one bright legible on it. Chilli is never type: it fills, rules and strikes out.
6
Never.
A bright as a page ground. Two brights on one page. Sage or Brass in print: they are the walls and the gate.
03Colour
How to use it
Dark page or light page? That decides everything.
Where they come from
Six ways a guest finds North.
Words are off-white. Small notes are grey. Small green words use Leaf.
26 Oct
Numbers are Lime
Dark page off-white words Leaf green Lime numbers dark grey lines
Where they come from
Six ways a guest finds North.
Words are near-black. Small notes are grey. Small green words use Jade.
26 Oct
Numbers are Yolk
Light page near-black words Jade green Yolk numbers light grey lines
Dark page, light page, dark page. One green word per page. One bright colour per page.
03Colour
The brights
One bright colour per page, taking turns.
Yolk
#FFBB17 25518723
Chilli
#FF4E2E 2557846
Indigo Glaze
#2F4BC7 4775199
Lime
#B9E24A 18522674
On a dark page Yolk and Lime take turns colouring the word. Chilli never sets type: it fills, rules and strikes out. On a light page the word is green and only Indigo can carry it. Numbers do not take turns: Yolk on dark, Indigo on light. Never two brights on one surface, and never a bright as the ground.
The headline is Instrument Serif, so the headline is English. Thai sits under it, in the deck, at its own size.
Do
Signature Samrub
สำรับโทห้าคอร์ส
Every meal begins with tea, ฿0.
ทุกมื้อเริ่มต้นด้วยชา Fleur du Nord
Don't
Signature Samrub สำรับโท
Thai inside an Instrument Serif line. The face has no Thai; the system substitutes one.
สำรับโท
Thai blown up to headline size. It is a deck, never a display.
ส ำ ร ั บ โ ท
Letterspaced Thai. It breaks the vowel and tone marks off their consonants.
05
Section 05
The tells.
05Signature graphics
The tells
Eight things the eye learns to expect.
Eight tells. None is decorative: each one says where you are and what matters.
The palette
Two grounds, three greens, four brights. Whole pages take turns.
Room to rise.
The accented word, on Dark
One word before the full stop, in the page bright. Never highlighted.
The three doors
Six ways a guest finds North.
The eyebrow
A short uppercase label in the accent, above the headline.
05
The section numeral
Filled, very large, in the page accent.
3
Samrub sizes
26 Oct
Reopening
The stat row
Figures in a line, held apart by space alone.
The graphic element
Five parts of one drawn line. Beneath everything but the ground.
The photography
One hard light, the dish raised on something from the room.
Bistronomy of Lanna.
The accented word, on Stone
The same word, highlighted. Only on the light ground.
05Signature graphics
How it was found
From the letter to the line.
Five steps, one day. Eight tries did not survive.
1 · The letterthe script n, the mark itself2 · The cropcut from the mark: the edges came with it3 · The redrawone line drawn over the letter, round at every joint. The loop window4 · The crop, againthe fork window, the letter taken away5 · Drawn freethe rise, root and stem, in the same hand
05Signature graphics
The graphic element
Not a logo. A line.
Five parts of one drawn line. Two are cut from the letter, three are drawn in its hand. Chosen 19 September.
The loopthe entry curl over the edge, the stem falling awayThe forkwhere the stem meets the bowlThe rootcomes down, grounds along the foot, leavesThe riserooted along the foot, lifting outThe stemone lean line, the trunk between
05Signature graphics
The drawn line
One brush. North’s colours.
Every drawing is made from one of North’s own photographs, then cut to a single colour. Ink on the light ground is the default and the safe one: it holds at any size, in any medium. Never shaded, never on the same page as the graphic element.
06Photography
Photography
One hard light, upper left
Amber to black
Three-quarter, from slightly above
One plate, raised on something from the room
Portrait, 4 : 5
06Photography
Before the plate
The larder, lit the same way.
Chilli, peppercorn, ginger, pumpkin, pomelo, prawn, fish, wagyu, salt. One light, one ground.
06Photography
First
Small plates, long looks.
The opening course. Composed, raised, lit from one side, read in a second.
06Photography
The middle
The plate the room is built on.
Rice, noodles, the samrub, the fire. Where the craft has to show.
06Photography
Last
Sweet, and still Lanna.
Fruit, palm sugar, and the petits fours that close a curated samrub.
06Photography
The bar and the tea
Seventeen glasses, the same light.
Cocktails, wine, whisky over the N, and the Fleur du Nord service that opens every meal.
06Photography
The whole archive
One hundred and forty frames, one hand.
Watcoolsen, 2022–2026. Nine shoots, one light, one distance, one dark. Every frame in 02-Design/Photography.
07
Section 07
Where it lands.
07Applications
Lanna Selectionอาลาคาร์ต
Aep Jin Muแอ็บจิ้นหมู฿120
Yam Pla Som Phayaoยำปลาส้มพะเยา฿230
Gaeng Om Haengแกงอ่อมแห้ง฿460
Gaeng Hung Layแกงฮังเลเนื้อซี่โครงโคขุน฿800
Voyage Selection
Mu Hong Mueang Trangหมูฮ้องเมืองตรัง฿280
Muek Phat Nam Damหมึกผัดน้ำดำ฿730
Curated Samrubสำรับคัดสรร
Northern Lightสำรับแสงเหนือ3 courses
Signatureสำรับโท5 courses
North Prestigeสำรับเอก6–7 courses
Bistronomy of LannaA5Uncoated
The forkthe junction on the centre
Lanna Selectionอาลาคาร์ต
Aep Jin Muแอ็บจิ้นหมู฿120
Yam Pla Som Phayaoยำปลาส้มพะเยา฿230
Gaeng Om Haengแกงอ่อมแห้ง฿460
Gaeng Hung Layแกงฮังเลเนื้อซี่โครงโคขุน฿800
Voyage Selection
Mu Hong Mueang Trangหมูฮ้องเมืองตรัง฿280
Muek Phat Nam Damหมึกผัดน้ำดำ฿730
Curated Samrubสำรับคัดสรร
Northern Lightสำรับแสงเหนือ3 courses
Signatureสำรับโท5 courses
North Prestigeสำรับเอก6–7 courses
Bistronomy of LannaA5Uncoated
The loopthe curl over the edge, the stem falling away
The menu
Tradition first, range second.
Mock-up, not final design
A5, uncoated, handheld. Lanna Selection, then Voyage, then Samrub. The order is the argument.
Stone, Ink, Jade. Jade tints the element behind the card, the fork or the loop, and Jade Deep sets the prices, the only colour on the page. Not gold, not red, not charcoal.
Three faces, one job each. Instrument Serif announces the section, Manrope 400 names the dish and 500 prices it, Plex Thai carries every Thai line. No descriptions: the dish is the dish.
Dishes are North’s own approved à la carte list; the Voyage items are the Southern pilot. Prices are derived from the kitchen’s costing sheet at the 30% food-cost target, indicative until North sets them.
07Applications
On paper
The same system, on paper.
Mock-up, not final design
Letterhead
One page
Still right here. Room to rise.
For people in Bangkok who want serious Northern Thai cooking without a serious evening, North is the Bistronomy of Lanna kitchen that lets you order freely and eat on your own terms.
Lanna cooking came from exchange, so the kitchen borrows in the open and names the Lanna anchor every time.
12
hours for the khao soi broth, from Northern curry paste
1
Lanna kitchen in the Michelin Guide at this level
3
samrub sizes, from three courses to seven
26 Oct
reopening, 2026
Bistronomy of LannaDarkA4
Letter
1 October 2026
Name Surname Company Address line, Bangkok
Dear Name,
North reopens on 26 October.
The kitchen is not the part that changed. The khao soi broth still takes twelve hours. The curry paste is still pounded here. The ingredients still come from the North, and the hands are the same ones.
What opens up is the format. Take one plate from the Lanna Selection, or give us the evening and we will bring a Samrub, three courses, five, or seven. It is the same kitchen either way.
We would like you at one of the first tables. Book at northrestaurant.com.
Eight ways the north’s own materials become the surface instead of sitting on it.
The rope wallYarn, one columnThe single panelCloth, warp left looseThe tassel bandTiles, no seamThe hoop fieldHoops, one swatch eachThe plate wallOne flat groundThe fish plateMotif, jade on jadeThe cane fieldA building materialThe lit screenRead as silhouette
The ruleReference photography, not North's. It sets the material conversation and briefs the shoot; every one of these is replaced by North's own frame before anything is published.
07Applications
The tabledirection
The plate carries the palette.
Tableware chosen against the contract, not against taste.
Jade, deep#257156 as a glazeJade, tonalMany firingsJade, breakingGlaze thin at the rimYolkOne service onlyThe mixed setWall, not tableRound, colour-blockJute, two tonesRound, as a setSix at a tableGreen fibreRaffia, the CI green
The ruleReference photography, not North's. Chilli and Lime are deliberately absent from the table: Chilli reads as a warning at plate scale and Lime has no glaze that holds it.
07Applications
Seating and lightdirection
Colour at seat height.
Six chairs and two lamps: where a guest meets the palette before the plate.
Green and yellowTwo-tone, armedOrange and greenFrame one, seat the otherChair against sofaColour on colourWoven seatCord on a timber frameCord, two coloursBlue and whiteAll weaveNo upholstery at allA ceiling of shadesMany, read as oneThree in a rowAbove a single table
The ruleReference photography, not North's. One bright per room still holds: the chair takes it, or the light does, never both.
07Applications
Storagedirection
The case takes the bright.
Colour per door, per compartment, per shelf. The frame stays quiet.
Reference photography, not North’s. The case carries the colour; what sits on it does not have to.
Orange, yellow, redDoors, three coloursMulticoloured doorsColour per compartmentBlue caseWith one warm chairColour shelfThe grid holds booksOne colour a drawerFive in a stackA wall of drawersColour is the label
07Applications
Garden furnituredirection
Buy the colour, not the chair.
Ten pieces, one palette. The shape can be whatever the terrace needs; the colour is the part that is ours.
Visualised, not products
Generated to show the palette outdoors in daylight. Match the powder coat to the hex, then let the shape follow the room.
North RestaurantBistronomy of Lanna
Brand book
