As part of our Thai Design in Focus series, next we speak with Kasidist Sokantat — Design Director at adHOCK Studio.
Kasidist brings nearly 10 years of experience working in graphic design for renowned agencies such as TBWA/Thailand and J Walter Thomson before founding adHOCK Studio to pursue his passion for branding and design.
Founded in 2011, adHOCK Studio is a multi-disciplinary creative design agency based in Bangkok. With a focus on creating effective communication design, the studio delivers impactful, engaging creative solutions tailored to their target audience.
Specializing in branding, corporate identity, packaging design, and communication design, adHOCK Studio has built an impressive portfolio of clients, including global brands like Kimberly-Clark, Unilever, Diageo, Beiersdorf, Danone, and CIMB Bank. The studio has also been recognized for design excellence by the Red Dot Awards.
We caught up with Kasidist to learn more about his work, his design philosophy, and more.
Traditional Thai design has greatly influenced my work, particularly through its vibrant and diverse use of color. Being a tropical country with sunlight year-round, Thailand naturally embraces bright and contrasting color schemes that have been part of our culture for generations.
This unique and sometimes unexpected mix of colors can be seen in every corner of Thai life, from architecture and textiles to festivals and everyday scenes.
Growing up in this environment, I’ve been inspired to incorporate bold and dynamic color palettes into my designs—ones that are immediately recognizable as uniquely Thai.
Thai design is characterized by its attention to detail, vibrant mix of elements, intricate patterns, and bold, vivid colors.
What makes it truly unique is the way seemingly cluttered elements—often unplanned and without strict grids—are brought together to create something distinctly Thai. It’s this unstructured harmony that defines our style.
“What makes it (Thai design) truly unique is the way seemingly cluttered elements—often unplanned and without strict grids—are brought together to create something distinctly Thai.”
For example, in packaging design, Thai products often include every piece of information in the design. While this may sometimes compromise aesthetics by global standards, it resonates deeply with Thai consumers, who value thoroughness and accessibility in design. It’s a reflection of how Thai culture communicates—a balance of functionality, creativity, and charm.
Thai design is poised to evolve rapidly in the era of AI. Thai designers have been quick to embrace new technologies, which bring greater convenience, speed, and incredible innovation. Tasks that once took days to complete can now be finished in just an hour—or even less.
From my perspective, AI and emerging tools will significantly accelerate the growth of Thai design, enabling it to compete on a global scale with greater ease.
“Thai design is poised to evolve rapidly in the era of AI. Thai designers have been quick to embrace new technologies, which bring greater convenience, speed, and incredible innovation.”
Most of our clients are in the FMCG sector, where the focus is heavily on value and return on investment. For us, the most important aspect of design is understanding the client’s business.
While some designs excel in creativity, others are geared toward making a significant impact on sales and profits.
We firmly believe that every dollar a client spends should yield maximum effectiveness. Design should go beyond aesthetics—it must align with and reinforce the client’s marketing objectives.
“Design should go beyond aesthetics—it must align with and reinforce the client’s marketing objectives.”
In FMCG packaging design, for example, our goal is to create work that stands out on the shelf and communicates clearly with consumers.
To achieve this, our creativity is informed by both the client’s perspective and the consumer’s needs. This approach drives us to find the best solutions that balance innovation with practicality, ensuring that the designs deliver measurable results.
Absolutely. A great example is snack packaging designed to target Gen Z. Clients have had to significantly shift their perspectives to truly understand what appeals to this new generation.
Over the years, I’ve been surprised by how much the design direction has evolved to align with changing consumer expectations.
To encourage clients to embrace innovative design, it’s essential to first help them understand their target audience and dive deep into consumer insights. Once they see how well the design aligns with the needs and preferences of their audience, it becomes much easier to convince them to take bold, creative steps.
“To encourage clients to embrace innovative design, it’s essential to first help them understand their target audience and dive deep into consumer insights.”
We integrate sustainable design practices into our work through thoughtful production methods, such as optimizing packaging size to reduce material usage and minimizing the number of printed colors to lower production waste. These approaches not only contribute to environmental sustainability but also help clients reduce costs.
“Sustainability has become an increasingly significant trend in Thailand’s business landscape, and I believe it will evolve into a key standard in the near future.”
Sustainability has become an increasingly significant trend in Thailand’s business landscape, and I believe it will evolve into a key standard in the near future.
Innovations like label-free packaging and versatile, seasonless designs that maintain relevance year-round are excellent examples of how sustainable design can shape the future of Thailand’s design industry.
Something symbolic of Thai design that someone visiting should see:
Vivid light from nightlife
A Thai designer or artist you would love to collaborate with or that have been inspired by:
Kate Orita — she is an illustrator based in Bangkok, Thailand.
She is a businesswoman and full-time mom during the day and an amateur illustrator at night. Her recent works convey lots of positive vibes through tropical, flowery, and joyful moods.
Your go-to source for creative inspiration in Bangkok:
Supermarket, Mom & Pop store
