Adsarchive » Design & Branding » HERE! SOD » HERE! SOD T-SHIRT PACKAGING


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Industry Clothing
Media Design & Branding
Market Thailand
Art Director Somchana Kangwarnjit
Released May 2010

Credits & Description

Category: i. Own Label and Private Label brands
Advertiser: HERE! SOD
Product/Service: T-SHIRTS
Date of First Appearance: May 15 2010
Entrant Company: PROMPT DESIGN, Bangkok, THAILAND
Entry URL:
Art Director: Somchana Kangwarnjit (Prompt Design)
Senior Creative Designer: Chidchanok Laohawattanakul (Prompt Design)
Senior Creative Designer: Mathurada Bejrananda (Prompt Design)
Media placement: T-Shirt - Fat Festival 10 - 15 May 2010

Describe the brief from the client
The challenge was to develop a line of designs that would be unique enough to gain the customer’s attention and create a ‘wow’ moment for the consumer in an already crowded marketplace. Within the line, each design also had to compete for the customer’s desire while still having a common theme throughout.

Describe the challenges and key objectives
Here! Sod is one of the leading OEM manufacturers of clothing in Thailand. The brief was to develop a very unique line of shirts that highlighted the freshness of the brand contrasting the mass-produced nature of an OEM manufacture. The solution also had to serve as an in-store display that would create a buzz in the T-shirt market.

Describe how you arrived at the final design
Prompt Design has experience in designing packaging, and we leveraged our experience in this discipline to create the T-shirt design for Here! Sod. Going back to our desire to produce a fresh design for the client, we looked at how fresh goods are packaged. The T-shirts and packaging are designed to mimic the food found in gourmet supermarkets. Each shirt is sold in packaging that resembles different forms of packaging. For example, the ‘pork’ T-shirt is sold in the traditional Styrofoam packaging used in the butchery department and the ‘bread’ T-shirt is sold in the traditional paper bag that a French baguette comes in. Each shirt is packaged to make Here! Sod’s products more eye-catching and to create a fun and novel shopping experience for consumers.

Give some indication of how successful the outcome was in the market
The unique packaging created instant brand recognition amongst consumers which generated large volumes of word-of-mouth advertising, and was an instant success for Here! Sod. To date the design has been featured in close to 50 international design magazines and has been recognised in numerous design competitions. Sales have reached 50,000 units and what was originally considered a product for the local market, has enjoyed international success.