Thaan Charcoal

Brand Refresh / Packaging / Illustrations
A portable metal charcoal chimney starter filled with black charcoal briquettes on a wooden picnic table.

Thaan Charcoal is charcoal made from rambutan wood, a renewable resource that burns almost as hot as mangrove charcoal.

  • SITUATION

    Thaan Charcoal, a unique brand offering charcoal made from a renewable resource, rambutan wood, had already established a successful niche supplying their innovative product to chefs and restaurants. However, as they looked towards the future, Thaan saw an opportunity to broaden their market reach. The goal was to bring their product into the homes of everyday grill enthusiasts, not just professional chefs.

    PROBLEM

    The challenge was twofold. Firstly, Thaan needed to reposition their brand to appeal to a wider consumer base while still retaining the quality and uniqueness that made them a choice pick among professionals. Secondly, they wanted to pay tribute to the Thai workers who were integral to their success. Balancing these two aspects while elevating their product's unique benefits posed a unique challenge.

    SOLUTION

    Our team dove into the task with passion and methodical planning. We conducted a brand workshop and unearthed key insights. Thaan Charcoal was not just a sustainable product, it was superior. It was reusable, produced hotter heat, and required less cleanup. Despite its higher price point, the benefits clearly outweighed the cost. We decided to emphasize these points and the brand's Thai heritage in our rebranding efforts. The result was an identity system that was playful, accessible, and exuded quality.

    COLLABORATORS

    Photography by Christine Dong

  • Person grilling vegetables and meat on a barbecue, including red bell peppers, carrots, asparagus, radicchio, purple cabbage, and grilled chicken thighs.
  • A portable stainless steel charcoal chimney starter filled with unlit charcoal briquettes on a wooden deck.
  • A wooden table with a variety of grilled meats, vegetables, lemons, and drinks for a barbecue meal.
  • A person is using a handheld device to ignite charcoal on a smoker grill, causing bright orange flames and sparks to fly as the charcoal heats up.
Logo with a stylized circular design and the text 'Thaan Charcoal' on a light blue background.
A man is grilling food on a barbecue grill outdoors, with vegetables, bread, and meat, in front of a wooden building.
A red cardboard box with bold yellow text reading 'THAAN CHARCOAL' and 'GOME ANOTHER AROUND FOOD', sealed with blue tape decorated with black line drawings, placed on a light wooden surface.
A flat lay of various printed materials and name tags on a wooden surface. The main poster has the text 'THAAN CHARCOAL' in large maroon letters at the top. There are smaller printed items with the same text in yellow and red, and a yellow business card with black text that reads 'TOBY ROBERTS, CO-FOUNDER, TOBY@THAANCHARCOAL.COM, THAANCHARCOAL.COM, @THAANCHARCOAL'.
Instagram story with a brown background and red abstract lines, featuring the word 'THaan' in bold, yellow capital letters in the center.
Design with bold yellow text saying "LOW SMOKE HOT AS HELL" on a red background with dark brown lines creating a geometric pattern.
A yellow background with black outlines of a stick of butter on fire and the words 'THANK CHARRGOAL' in large bold letters above it.

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