Solely focused on Thai cuisine, the brand's redesign includes a new logo, featuring the subtle shape of the head of an elephant (the official animal of Thailand). The logo has also changed from yellow gold to a vibrant pink, a colour that has been associated with the brand since its launch in the late 1990s, to reflect all the vibrancy of the country and culture. It also retains its position at the top of the pack, flanked by the brand's iconic pink chevrons.
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Using a street food inspired theme (wooden background with white bamboo placemat), the new design also features strong photography of a bowl, containing either the fresh ingredients used in the product or, in the case of meal kits, a delicious serving suggestion of the finished dish.
The clean and simple design reflects the clean ingredient deck – most of the products are made using fresh ingredients, wherever possible, with no flavourings, colourings, preservatives or MSG.
It also features black tabs to call out the authenticity (with ‘Real Thai’ translated into Thai script), versatility (with suggestions on how to use each product), health claims (the majority of products are gluten-free and suitable for vegetarians/vegans), serving sizes (to calculate quantities required), simplicity (time to prepare) and chilli ratings… all to ease shopper navigation when standing in front of the busy fixture.
Posted by:
Edward R
Tags:
Thai
Taste
New
Thailand
logo
Packaging
Category:
Product
