Case Study · 2023
Tai Thong
ClientTai Thong Group
Year2023
ServicesArt Direction, Illustration, Packaging
RoleCreative Direction
+Introduction
Festive illustration and packaging for one of Malaysia's most recognised dim sum brands.
+Challenges
Every engagement starts with a clear-eyed look at what's in the way. For Tai Thong Group we focused on the signals that would move the needle — brand clarity, a production system that scales, and a build that stays fast under real-world use.
The deliverables had to carry weight across channels — from retail and print to digital product surfaces — without losing the voice we'd defined together.
+Final thoughts
Across art direction, illustration, packaging, the work for Tai Thong Group shipped as one cohesive system — a brand that knows what it stands for, deployed with craft at every layer. It's the kind of output that keeps compounding after launch.
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