Pumpui · Thailand · 2026Design & Packaging · Social
Nolingual Font.
Thai lettering styled to resemble Korean writing turns a product launch into a reading puzzle.
- Brand
- Pumpui
- Agency
- Yell Bangkok
- Market
- Thailand
- Region
- Global
- Year
- 2026
Campaign images
The challenge
Pumpui needed to distinguish its Korean-style baby clams from a growing field of Korean-inspired food products.
The idea
Yell rebuilt Thai characters using shapes and structures associated with Hangul. Social posts and an influencer's T-shirt invited Thai readers to decipher the lettering, making the typeface itself the campaign's participation mechanic.
Results
- The Jolbors entry reports a reach of 841,000 and 9,800 likes, comments and shares.
Case study source: Gerety Awards 2026 Source ↗
Credits
- Client / Brand
- Kuang Pei San Food Products · Pumpui
- Chief Creative Officer
- Dissara Udomdej
- Regional Creative Director
- Chalermpol Bowonruttanapran
- Creative Group Head
- Chanol Tareetanatip
- Art Director
- Phunumrin Chanthima
- Designer Manager
- Kuntida Muenyut
- Senior Graphic Designer
- Atcharaporn Duangdee
