Importing Thai tea to China
Project run through different agencies
Shanghai — 2016 · 2018
Born in souther Thailand, Chapayom is locally one of the major tea brand with over 700 locations nation wide. This success sparked interest of Chinese investors that acquired the licence to import and develop the brand in China.
Over two years and through several agencies those investor trusted me to create, develop and maintain a consistent and punchy brand image that reflects Thai culture and its delights in the eye of Chinese customers.
With that goal I developed a full trilingual VI system and a brand story inspired from traditional Thai tales, set a style for shops and strategised the brand's promotion.
This global approach to brand design and art direction gave me a lot of freedom to express my skills and create value for Chapayom.
— Skills & Methodology —
Creative direction — Brand design & strategy — Branding
Editorial design — Illustration — Typography development — Photography & Art direction
Retail design — Online strategy — Event management — Packaging