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Pumpui, Design
Nolingual Font
A font that looks Korean at first glance but only Thais can read.
- Client
- Pumpui
- Market
- Thailand
- Year
- 2025
- Services
- Design, Creative, Strategy
K-culture is hugely popular in Thailand, from entertainment to food. To stand out, we promoted our new Korean-style product through Nolingual Font. Inspired by the structure and stroke rhythm of Hangul, we redesigned Thai letterforms to carry a Korean look and feel. At first glance, people assume it’s Korean, but once they read it, it’s clearly Thai, delivering the same Korean vibe as the product. The result went beyond awareness: people echoed the brand message together, driving engagement as well.
Awards
- 2025Epica AwardsGraphic DesignGold
- 2025ECI AwardsMarketing Innovation – Model: Resources and ChannelsGold
- 2025Stevie AwardsInnovation in Content Marketing / Branded EditorialSilver
- 2025Red AppleCommunication Design – Visual CommunicationsBronze
- 2025Adman AwardsCraft Print: TypographyBronze
- 2026Asia Pacific Stevie AwardsSilver
- 2026White SquareDesign-driven EffectivenessSilver
- 2026New York Festivals Advertising AwardsPrint Craft (Typography)Shortlist
- 2026ECI AwardsResources & ChannelsGold
Team credits+
- Regional Creative Director
- Chalermpol Bowonruttanapran
- Creative Group Head
- Chanol Tareetanatip
- Art Director
- Phunumrin Chanthima
- Designer Manager
- Kuntida Muenyut
- Senior Graphic Designer
- Atcharaporn Duangdee
- Graphic Designer
- Noppakun Khunrach
- Strategic Planning Director
- Parichaya Mahakkapong
- Strategic Planner
- Suphakritt Ngamsupachoke
- Account Director
- Pratarnporn Numphud
- Account Supervisor
- Panisa Wareerit
- Head of Production
- Dechawit Puengpichet
- Senior Motion Graphic Designer
- Pohnpichai Thonkum
Next project
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