ABOUT

This project was a brief from Jameson, in Thai Cannes Lions competition; design category.
My role was to debrief, come up with communication ideas and CI designing, and implementing.

The challenge from Jameson was to encourage people to live a life without fear after Covid-19 and always widen their circle to connect the people and inspiration.

My point of view, I understood that to drive courage in the city plagued with fear, we need an identity that speaks big so it reaches out and resonates. So, the visual should be strong, and friendly at the same time to touch large amount of different people.


BACKGROUND

Covid-19 has not only caused an impact on economic conditions, but inevitably instilled the fear into people’s lives, changing the way they live, stuck inside and afraid to go out.

With its belief in ‘the fearless life’, Jameson aims to encourage people to live a life without fear and always widen their circle to connect the people and inspiration.

We understood that to drive courage in the city plagued with fear, we need an identity that speaks big so it reaches out and resonates. So, the visual should be strong, and friendly at the same time to touch large amount of different people.


IDEA

We took inspiration from a chain, a symbol of connection. With the strong characteristic yet soothing and welcoming, symbolises the firmness and strength of the endless connection as joint gaining through times; Best suit to represent the brand.

The origin of this design is based on ‘J’ as an iconic logo of the brand. The two Js will be merged in a sense of human connection while adding the elements of bravery forming into a shape of the first chain link, serving the purpose of the encouragement to reconnect people and widen their circles. But mostly, to recreate the inspirational society where people are out and about living through the brand DNA. The identity can be easily applied to any premium gifts or touch points.


HOW THE BRAND WILL EVOLVE

The identity is a long-lasting matter. With such a simple and strong visual, it’s not only fit for any premium gifts, but is also easy to recreate and promote brand’s campaigns that could follow. The usage of the symbols is adaptive.
It can be designed to suit any type of media: for posters and digital assets, and any other touch points. It can be used to amplify the brand infinitely.