Prow Thai is a virgin coconut oil and cosmetics brand that originated from a native coconut farm of The Tapi River Basin, Surat Thani province, southern Thailand. The area has a geographical abundance because seawater flows are combined with the rivers. As an effect, this area is suitable for agriculture, 87 percent of people who live in the area are coconut farmers and the coconut’s native species are respected for the quality and nutritional value that the people use to take care of hair, skin, and body without toxic chemicals.
All Prow Thai products are organic outcomes with traditional manufacturing processes that are passed down from generation to generation, connected with late technology, focusing on quality for consumers. Prow Thai’s founder planned to export Prow Thai to the international market, and create a brand image and marketing communication to impress the consumer. But the entrepreneur is a small local farmer who lacks design understanding and does not have more budget to produce unique or special packaging, that is the situation we have to find a solution to resolve.
To build a fresh look, our purpose is to create a new concept and change the brand image from a local to a cosmetic brand by developing the brand identity and packaging. The designer created graphic language inspired by the shape of the coconut, making a vibrant dot color painting to reflect the perception of the handmade product by skilled workers and utilized in the product lineup. All packaging comes in the off-white color background of coconut meat to represent the cleanliness of the organic brand.
Dot color is a key element of Prow Thai’s new identity. The designer creates a dot that identifies a group of colors to create a category of product and is used throughout the identity it offers a friendly vibe that perfectly matches Prow Thai’s image.
The new identity is prepared to work across online and offline applications including the packaging, website, social media, digital advertising, and merchandise. The designer also created a simple manual for Prow Thai staff to implement the identity with their local suppliers.
- Agency/Creative: Piti Amornlertwattana
- Article Title: Prow Thai Packaging Design
- Organisation/Entity: Creative
- Project Type: Packaging
- Project Status: Non Published
- Agency/Creative Country: Thailand
- Agency/Creative City: Bangkok
- Industry: Food/Beverage
- Keywords: WBDS Agency Design Awards 2022/23
Project Adviser: Rewat Chumnarn