Bangkok Insurance Rebrand

Bangkok Insurance is one of Thailand’s most trusted insurance groups. We were engaged for a major brand refresh, beginning with a full audit and review of a brand with genuine heritage. Its story began in 1947, and the existing identity carries high recognition, not only among its loyal customers but across Thailand and beyond.

The challenge was to refine the identity without erasing that history. This was not a reinvention, but a respectful evolution.

Strategy
Narrative
Identity

Guidelines

Print

Publication

Signage

Website

App

Animation

Illustration

Template Systems

The wordmark and symbol were retained to preserve brand recognition and heritage, while the colour palette and typography were refreshed for greater cut-through. Building the “World of Bangkok Insurance” was strategically key to showcasing the breadth of coverage on offer. A new visual language, led by a hero illustration, modernises the brand’s appearance without disrupting its steeped history.

The “World of Bangkok Insurance” extends across the rebrand, from product iconography to an extensive design system of templates for the internal brand team. To meet real-world performance needs, a new digital platform and app design will launch in 2027.

The refinement set a new benchmark for the insurance category in South-East Asia. Subtle cultural nuances were crafted specifically for the market, avoiding common clichés, while bright, friendly colour tones give the brand a human persona. Designing across multiple languages, each with its own typographic rules, added a complexity we were glad to conquer.

Previous Branding

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