Charmed

“Charmed” was inspired by the Southern Thai dialect, where the word for a dish or plate used to serve food is pronounced as “cham.” This short and memorable term reflects local identity and was chosen as the restaurant's name. The name was then creatively modified to “Charmed,” adding a playful twist to enhance its uniqueness and appeal. Additionally, its sound aligns with the English word “Charmed,” which conveys a sense of enchantment and allure.

The logo for “Charmed”, in its Thai design, incorporates the distinctive pattern of Ratchawat weaving, a traditional textile design unique to Koh Yo in Songkhla Province. The curves of the Thai characters are inspired by the shape of a bowl, while the tonal marks resemble the form of vintage zinc-plated green spoons.

The brand’s color palette is inspired by key Southern ingredients: the green of stink beans (Sator) and the creamy white of traditional Thai wickerwork.