Thai Lagoon Prawn
Boosting local business in the Southern Thailand through branding design
At a glance
During my junior year, I took a Branding Design class and had the opportunity to develop branding for a local product in Phatthalung, the Southern province of Thailand.
The goal was to create a logo and full branding for lagoon prawn, also known as "Three-Water Prawn", to upgrade product and promote exporting product to other countries.
Collaboration
Thai Lagoon Prawn community, Phatthalung province, Thailand
Tool
Adobe Illustration, Adobe Photoshop
Contribution
Product research, market segmentation, concept design, logo guideline, branding
Duration
March - April 2020 (2 months)
Understanding the product
Unlike other projects where I started by understanding the users, this project was started by understanding the product. I researched what are the Phatthalung giant prawn's unique features including habitat, physical characteristics, as well as how it's being sold.
Location
Existing packaging
From market research, I found that most prawn's sellers still don't have a proper packaging.
Market segmentation
Following further market research, I identified main customer segment in order to tailor visual elements according to demographics, behaviors, and preferences of the target audience.
Moodboard & visual element
The moodboard consists of 4 keywords that reflect back to Phatthalung province nature and prawn product.
Design iteration
Several design iterations were crafted and revised from feedback. Each iteration aimed to refine the logo's visual appeal, ensuring it aligned with the project's objectives
Final design
Phatthalung lagoon prawn / Morning fishing scene / 3 water types
Brand guidelines
Maintaining brand guidelines and consistency through color usage, font, sizing, and dos and don'ts.
Font design and sizing
Don'ts guideline
Implementation
Before delivering the final work, I had explored and designed the usage of logo on products, from business card and packaging to parcel boxes.
