Tradition, Redrawn.

Wangderm had spent decades bringing authentic Thai foods to kitchens and restaurants, building a brand rooted in the flavors, stories, and traditions of Thailand. As the company sought to connect with a wider American audience, it turned to us to refresh its identity and create a cohesive packaging system across a broad range of products.

We began by visiting the team at its Philadelphia headquarters and seeing where its products were made. We also explored markets selling Thai foods, studying the products, visual language, and cultural references that surrounded them. The experience helped us understand the world Wangderm belonged to before deciding how the brand should evolve.

The existing logo was an important part of that world. Its detailed Thai palace roof carried meaning for the family and recognition among customers. We approached the redesign with care, simplifying and hand-drawing the rooftop to make it clearer and more versatile while preserving the familiar symbol. A brighter green gave the identity a fresher presence. Rather than change everything at once, we saw the update as a considered step in the logo’s evolution—modernizing it without losing the heritage and recognition it had built.

We extended the identity across packaging for more than 60 products, from canned and boxed foods to dry goods in pouches and bottled drinks. Each package needed to work on its own while belonging to a recognizable family on the shelf. We created a unified visual language with vivid pinks, blues, and purples inspired by Thai fabrics and flowers, bringing a fresh energy to the range while keeping its cultural roots visible.

Illustrations and patterns drew on Thai architecture, spirituality, and mythology, including Naga, Chofa, and Garuda. Together with the refreshed logo and the tagline “A true Thai kitchen,” they connected a diverse product portfolio through a shared story—one that made Wangderm’s heritage visible across the shelf.

–