ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
Category
Branding / Branding Systems / Identities - Integrated
Annual ID
ADC105_BCD043M
Background
LenLen is a restaurant located in the heart of NYC, near Union Square, becoming a culinary revelation for an under-represented culinary genre at the highest level of the culinary world.
In Thai, when you add “Len” (เล่น) to a verb, it means that you've done something in a playful way. We chose the name of this restaurant, “LenLen” (เล่นเล่น) to suggest a playful, welcoming & relaxed vibe, serving serious contemporary Thai cuisine.
In Thai, when you add “Len” (เล่น) to a verb, it means that you've done something in a playful way. We chose the name of this restaurant, “LenLen” (เล่นเล่น) to suggest a playful, welcoming & relaxed vibe, serving serious contemporary Thai cuisine.
Creative Idea
The playful attitude that lives in the restaurant is conveyed in the brand identity through expressive custom typography and an illustration system that visually connects to it, and a controlled casual feel to it. Every detail is highly curated to convey this attitude throughout the restaurant experience.
Insights & Strategy
High and low combine to make this experience memorable & unique. The welcoming, optimistic nature of Thai culture is embodied in the visual elements and interior design of the space, contrasted to the serious, ingredients-first approach from the Chef and staff.
Execution
The restaurant is designed with Bangkok’s shophouse soul, reimagined in New York. The overall tone is casual, almost like you’ve entered someone’s home, with urban undertones that inform the typographic handling as well as the highly dynamic illustrations.
Results
LenLen’s identity has become instantly recognizable for its expressive typography and richly layered visual storytelling. The brand transforms dining into a cultural experience—a place where guests feel not like customers, but like friends hanging out in someone’s bright, welcoming living room.
2026 Awards
Total Points: 3
Merit Honor
Credits
Design Firm
Pentagram / New York
Designer
Jj Jung
Hui Zeng
Hyewon Jang
Illustrator
Lauren Rush
Partner & Creative Director
Andrea Trabucco-Campos
Project Manager
Sofia Flores
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