Design of Payakk

"Karan" — a character you can see, but never hear.
It’s the heart of the visual concept behind PAYAKK’s latest design.
This interpretation was brought to life in a contemporary way by the 100% Thai graphic design team, AND ON.

AND ON is a team whose work has not only caught attention but also won multiple awards in the field of branding design.

For nearly two months,
PAYAKK and AND ON collaborated across countries and time zones.
Yet, what connected us was a shared fascination with “Karan” —
a quiet yet complete symbol, rich in hidden meaning.

Just like PAYAKK, quietly nestled in the forest,
we spend our time thinking, searching, sourcing, and waiting for the perfect moment.
Because every dish we serve is made with deep intention.
We let the silence speak —
and allow the food to tell our story.

That is the true meaning behind:
The Roaring of Thai Supper Club

And that is why “Karan” is more than just a symbol.
It represents the wholeness of language — even when it makes no sound.

This design was led by Keng from AND ON,
who interpreted PAYAKK through a designer’s eyes,
and gave new life to the concept of “Karan” through visual storytelling.

Discover the work of our creative friends at AND ON:
andondesigndaily.com/s-t-o-r-y