Somtum Jinda

When Somtum Jinda, the Michelin Bib Gourmand-winning spot from Ubon Ratchathani, decided to bring their authentic Isan (Northeastern) flavours to Canada, they turned to Maple Synapse to create a website that matches the fiery essence of their food. With over 60 years of experience serving up some of Thailand’s best northeastern cuisine, Somtum Jinda isn’t just inspired by the original—it’s the real deal.

The Challenge:

Pounding the Flavours Into the Web (Say Papaya Pok Pok!)

The goal was to challenge the idea that non-central Thai food isn’t as exciting and easy to eat. We worked with Somtum Jinda to capture their fun flavours through vibrant photography, showcasing the heat, crunch, and spice of their iconic dishes, including Somtum (Papaya Salad). We wanted to shift the perception that Thai food outside of the more familiar central Thai dishes isn’t worth trying.

A Website as Lively as Isan Itself

We designed Somtum Jinda’s website to be just as fun and full of character as the people of Isan. With a vibrant mix of colours, the site reflects the lively, down-to-earth energy of the region while still feeling modern and polished. The design plays with the restaurant’s unique logo, which features a digital-style font—giving a fresh, contemporary twist to a brand deeply rooted in tradition. The result is a website that captures the spirit and unique personality of Somtum Jinda.