PRIM Glassware

The brief

Lucky Glass has made glassware in Thailand for more than 55 years and exports to over 40 countries. Its glass is tough and its distribution is wide, yet the market reads it as mid-range. Renaming the parent would have put at risk the business it already wins, so Lucky Glass asked Essential Studio for a second brand, made in the same factory, aimed at the tier above.

What we decided

Words before shapes. Three values and a clear audience came first: hotels, restaurants, bars and caterers across Southeast Asia and India, who buy on durability and reliable supply.

P and G, joined. The P of Prim and the G of Glass share a stem and, read quickly, settle into the silhouette of a glass. The mark can be etched or moulded into the glass itself and still holds on a box flap.

Cartons a warehouse can read. Two colours on unbleached kraft, a fixed order on every face and a line drawing of the glass, so the right box is easy to find in a stack of brown ones.

What came of it

A working system: logo files, palette, type, packaging templates with the variable fields marked, and a trade website organised by product code. Each new product now starts from the system.