Branding
Sato Sato
Creative direction for a modern Thai rice drink — positioning, brand world, and immersive strategy experiences for a category that never left home.
Year :
2025–2026
Industry :
AlcoBev
Client :
Sato Sato
Project Duration :
Creative Direction
Challenge
Thai food globalised; sato didn’t. The brief was to define a brand for the modern table without falling into souvenir Thai — something that could travel internationally while staying rooted in ritual and taste.
Approach
I led creative direction across strategy, messaging, and visual language — building a scroll-driven brand film, education deck, and campaign frameworks that translate sato’s cultural depth into a contemporary drinks proposition.
I led creative direction across strategy, messaging, and visual language — building a scroll-driven brand film, education deck, and campaign frameworks that translate sato’s cultural depth into a contemporary drinks proposition.
Outcome
A coherent brand world with clear positioning, rituals, channel strategy, and trade-ready education materials — ready to launch when the product is.
A coherent brand world with clear positioning, rituals, channel strategy, and trade-ready education materials — ready to launch when the product is.
More Projects
Branding
Sato Sato
Creative direction for a modern Thai rice drink — positioning, brand world, and immersive strategy experiences for a category that never left home.
Year :
2025–2026
Industry :
AlcoBev
Client :
Sato Sato
Project Duration :
Creative Direction
Challenge
Thai food globalised; sato didn’t. The brief was to define a brand for the modern table without falling into souvenir Thai — something that could travel internationally while staying rooted in ritual and taste.
Approach
I led creative direction across strategy, messaging, and visual language — building a scroll-driven brand film, education deck, and campaign frameworks that translate sato’s cultural depth into a contemporary drinks proposition.
I led creative direction across strategy, messaging, and visual language — building a scroll-driven brand film, education deck, and campaign frameworks that translate sato’s cultural depth into a contemporary drinks proposition.
Outcome
A coherent brand world with clear positioning, rituals, channel strategy, and trade-ready education materials — ready to launch when the product is.
A coherent brand world with clear positioning, rituals, channel strategy, and trade-ready education materials — ready to launch when the product is.
More Projects
Branding
Sato Sato
Creative direction for a modern Thai rice drink — positioning, brand world, and immersive strategy experiences for a category that never left home.
Year :
2025–2026
Industry :
AlcoBev
Client :
Sato Sato
Project Duration :
Creative Direction
Challenge
Thai food globalised; sato didn’t. The brief was to define a brand for the modern table without falling into souvenir Thai — something that could travel internationally while staying rooted in ritual and taste.
Approach
I led creative direction across strategy, messaging, and visual language — building a scroll-driven brand film, education deck, and campaign frameworks that translate sato’s cultural depth into a contemporary drinks proposition.
I led creative direction across strategy, messaging, and visual language — building a scroll-driven brand film, education deck, and campaign frameworks that translate sato’s cultural depth into a contemporary drinks proposition.
Outcome
A coherent brand world with clear positioning, rituals, channel strategy, and trade-ready education materials — ready to launch when the product is.
A coherent brand world with clear positioning, rituals, channel strategy, and trade-ready education materials — ready to launch when the product is.