Derrick Lin


Agency: Subconscious Co.,Ltd.
Creative Director : Wirush Eakapapan
Design Director : Somjai Reodecha
Junior Grapguc Designer : Rungrawee Saphyakhajon
Project Type: Produced, Commercial Work
Client: Thai Health Organization
Location: Bangkok Thailand

Thai Health Organisation launched ‘SOOK’ brand (means happiness in Thai) as touch points to create happy living experiences among Thai people. The purpose of SOOK brand is to promote well-being for thai people as its slogan ‘Happy living can be simple’. SOOK experiences involve many aspects of life, including SOOK Shop, SOOK Travel, SOOK Library, etc.

Subconscious created SOOK brand identity and packaging for the brand. SOOK rice is organic rice sold in SOOK Shop. We created rice packaging that reenforced the brand identity (smiling face) and made people feel happy seeing our packaging. We think that organic rice doesn’t have to be too serious. Everything we do for SOOK brand communication must convey ‘HAPPINESS’ as its name.