2025
MANA (มานะ): The Soul of Thai Rice in a Cup
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AI Concept
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From brand creation to campaign launch: Crafting a contemporary Thai café experience.
Problem
Solution
Concept
Client: MANA (Fictional Brand)
Project: End-to-End Brand Launch & "The Rice Essence" Series Introduction
Services: Brand Architecture, Strategic Consulting, Content Production, Environmental Design
The Foundation: Building a Brand, Not Just a Campaign
Before any creative work began, we acted as a strategic partner to build the "soul" of the MANA brand from the ground up. We started by analyzing the current café market which emphasizes speed and stimulation, defined our primary target audience as "Creative Urbanites" seeking peace and inspiration during their breaks, and established a brand core that blends "Minimalist Aesthetics" with "The Soul of Thai Rice" to create a distinct and meaningful position.
After establishing a strong brand, the next challenge was: how do we make "rice tea," a new and unfamiliar product, a drink that people want to try and come back for in a highly competitive café market? How do we communicate the "specialty" of rice tea to resonate with a new generation?
We identified the core strength of "rice" as the feeling of "familiarity" and "comfort." We decided not to position rice tea as a serious health drink, but rather as "a beverage that feels like a warm hug" (A Hug in a Cup)—a drink that offers comfort on a tiring day and is part of a simple, yet quality, lifestyle.
We conveyed the ambiance of the MANA café, focusing on wood decor, natural light, and an airy feel to create the image of a "third place" where customers feel welcome to rest and relax
We captured moments of people enjoying and relaxing with MANA's drinks, whether it's holding a cup stylishly or a smile while taking a sip.
