i-Tui (2019)
My role : Conceptualisation / Design Strategy / Product and packaging design / Branding design / Implementation
The Team : Man Taratorn / Chanachida H.
Overview
i-Tui — a strategic campaign to add value on organic rice and aim to help Thai organic farmers by providing new channels for their products with a collaboration between Kasikorn Bank and KBTG. Ultimately, we hope to persuade other farmers to do organic farming instead of chemical farming.
Impact
With a holistic design strategy, this creates a sustainable roadmap to sell organic crops in the future. I-Tui brand gains a huge success with over 20,000 new customers nationwide in this campaign.
How can we support and add value on organic rice of Thai farmers?
Opportunity finding to design rice products
The product
Branding design
The box is designed to delivery easily by post without using additional boxes
i-Tui represents local touch and hand-made look and feel
One kilogram pack, we also design a strip as a label on it
i-Tui, organic hand-selected rice
How can we distribute organic rice to the vast majority of customers?
Rice campaign on Valentine's day
To debut i-Tui brand, we laughed a rice campaign on Valentine’s day in 2020 by suggesting i-Tui organic rice on K PLUS mobile banking application feed in order to make customers reach to healthy products easier. Also, we challenged people’s perception by using Valentine’s day as a special occasion that they order organic rice as a gift for their beloved one. This brought a huge success to i-Tui brand with over 20,000 customers nationwide.
Valentine edition - you can attach catchy and fun stickers as way to express your love or you can write your message on the package
