What needed to be solved.
The project needed to adapt a successful dessert concept for Thailand without a confirmed name or clearly defined local audience.
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Brand Strategy
Shooga Confectionary
A confectionary brand launch project covering name exploration, audience positioning, brand identity, colour direction and launch collateral for a dessert retail concept in Thailand.
F&BBrand NamingBrand IdentityLaunch Collateral
How the project was shaped.
Zest explored names with sensory associations and playful Thai-friendly meanings, then developed a visual direction around “indulgent fun” for younger dessert consumers.
How strategy became something tangible.
The identity system used a playful logotype, bright colour palette and retail collateral design to translate the brand personality into practical launch materials.
What the work made possible.
The work gave Shooga a distinctive launch-ready identity and customer-facing materials for direct-to-consumer confectionary retail.
Selected visuals
Curated public-facing visuals from the work.
These selected visuals show the quality, direction and practical output of the project in a clear, focused way.
Selected scope delivered by Zest.
- Brand naming exploration
- Audience and positioning direction
- Moodboards for fonts, colour and effects
- Logo design
- Primary and secondary colour palettes
- Menu and launch collateral design
The work in context.
The work gave Shooga a distinctive launch-ready identity and customer-facing materials for direct-to-consumer confectionary retail.
Related services
The service areas behind this project.
01
Brand Strategy & Identity
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03
Digital Marketing & Content
For businesses that need stronger visibility across search, social media, paid campaigns and branded content.
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06
Brand Collateral & Corporate Design
For companies that need polished sales and communication materials.
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