Jim Thompson

Brand identity, Collateral Design

Design as a part of
Studio marketing Materials

Creative Direction
Kumphol Ponpisute
Jarut Chanprapanont

Team
Earn Rutchanun

We were approached by Jim Thompson to update their visual identity to become more modern and accessible to a younger target audience. With this goal in mind, we adjusted their classic signature, adjusted their color scheme, and defined a clearer graphic system.

Throughout this project, we were aware of the brand's heritage and wanted to maintain the brand's recognizable elements while contextualizing their uses.

This led us to focus on Jim Thompson's signature, which became a key element of the brand's new visual system.

An already well-established logotype, the signature also represents Jim Thompson's rich history. By using these two attributes to our advantage in the visual system, we were able to rebrand Jim Thompson to become more approachable to younger audiences while maintaining their established brand with their current community.

This led us to focus on Jim Thompson's signature, which became a key element the brand's new visual system.

An already well-established logotype, the signature also represents Jim Thompson's rich history. By using these two attributes to our advantage in the visual system, we were able to rebrand Jim Thompson to become more approachable to younger audiences while maintaining their established brand with their current community.

The brand color is inspired by
Thailand’s natural dyeing techniques.

Gradients can evoke a sense of modernity and sophistication.
Use gradients to enhance the brand’s expression.