Micron Ware
A Thai houseware maker known for its Super Lock containers, repositioned as a lifestyle brand ready to sell under its own name abroad.
- Year
- 2018–19
- Made at
- Jacob Jensen Design, Bangkok studio
- My role
- Creative direction
- Credits
- Images © Micron Ware and Jacob Jensen Design
The brief
Micron Ware has made plastic houseware in Thailand since 1979, and its Super Lock food containers are a household name there. The products already sold in more than 40 countries, but in Europe and the US the distributors put their own brand on them. The family behind the company wanted to stop being an anonymous OEM and become a leading name in home and living, at home and abroad.
What we decided
A lifestyle brand with a Thai accent. We positioned Micron Ware as a home and living brand that meets the calm of Scandinavian design with the warmth of Thai culture. Its deep indigo blue, kram in Thai, sits against bright colours and photos of Thai cooking.
A system the whole family can share. A block system carries the logo, product labels and packaging, and leaves room for sub-brands like Super Lock to keep their own character. Thai and Latin typefaces were paired so both languages read as one brand.
Rules for every touchpoint. A communication manual set how the brand looks on social media, in print, on packaging and merchandise, at trade fairs and at the point of sale, with its own photography guidelines.
What came of it
The new identity had its soft launch at Style Fair 2018 in Bangkok and at Ambiente 2019 in Frankfurt. In November 2019 Micron Ware and our studio shared the case together in a panel at TCDC Bangkok, for business owners and designers.
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