Zanella Fashion + Design NooYoo Brand Identity

Nomenclature, design strategy, ideation and envisioning, concept development, graphic and interactive design, packaging, visual merchandising, creative direction, copywriting

Although a few daring Thais have been been spectacularly piercing themselves at religious festivals and other ceremonies for almost two hundred years (along with walking barefoot on hot coals and climbing iron-bladed ladders) as a show of spiritual devotion, the majority of Thais, like much of the rest of the world, consider anything beyond ear piercing to be something from the dark side embraced only by marginal, underworld types. Working with Bangkok retail specialists Whitespace, we created a brand and customer experience focused on defusing these tired old notions.