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Siam 1928 Scents of Siam Folklore Experience Designed by The Head and The Heart Studio

Siam 1928 Scents of Siam Folklore Experience Designed by The Head and The Heart Studio

Siam 1928 is the fourth-generation perfumery tracing back to era of King Rama V of Thailand. Its mission now is to break from traditional interpretation and find new ways to tell the tales of Siam to the world through its unique perfume aromas. Packaging design, therefore, plays a vital part in the brand’s storytelling. We wanted to achieve a design that’s vibrant but humble, complex yet sleek, and full of exotic details yet still contemporary. We intentionally designed the outside cover to display Thai poems telling tales of each scent, despite foreigners being main target buyers. Imagine listening to a foreign song that you don’t understand, but you can still sense emotions. This project’s design is based on that principle. Lastly, the gem of the product experience design is the ceramic perfume bottle. We chose ceramic over glass, as the latter is a known material for traditional Thai containers. Apart from its distinctive look, touch and feel; the unique properties of the ceramic bottle help preserve the scent from light and temperature change. Thus, the material is the representation of the brand’s heritage, perseverance and precision.

The target audience of this product is perfume-lover foreigners who look for a piece of Thailand they can take home with. Therefore, the aim of the design is to tell the story of Thailand through every product detail–from the look of the packaging, the box opening experience, materials and finishings. The ceramic bottle is made in collaboration with a Thai ceramic master and a specialised factory. The ceramic material helps extend the perfume’s shelflife. The sizing and shape fit perfectly in a palm, making it easy to use. Apart from all mentioned aspects, the bottle and the packaging are perfect souvenirs that can be kept as collectible or for home decorations that will always remind user of the scent and stories of Thailand.

The product can be used as perfume, a storytelling device or a perfect souvenir that can be kept as collectible or for home decorations that will always remind user of the scent and stories of Thailand.

We wanted to achieve a design that’s vibrant but humble, complex yet sleek, and full of exotic details yet still contemporary. We intentionally designed the outside cover to display Thai poems telling tales of each scent, despite foreigners being main target buyers. Imagine listening to a foreign song that you don’t understand, but you can still sense emotions. This project’s design is based on that principle.

 

CREDIT

  • Agency/Creative: The Head and The Heart Studio
  • Article Title: Siam 1928 Scents of Siam Folklore Experience Designed by The Head and The Heart Studio
  • Organisation/Entity: Agency
  • Project Type: Packaging
  • Project Status: Published
  • Agency/Creative Country: Thailand
  • Agency/Creative City: Bangkok
  • Market Region: Global
  • Project Deliverables: Brand Tone of Voice, Logo Design, Packaging Design
  • Format: Bottle, Box
  • Substrate: Ceramic, Pulp Paper
  • Industry: Retail
  • Keywords: Packaging design

  • Credits:
    Designer and Art director: Napasawan Sirisukont
    Designer: Piyames Wuttichalermwat

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