Bangkok Insurance

Bangkok Insurance is one of Thailand's most trusted insurance groups. We were engaged for a major brand refresh, commencing with a full audit and review of a brand with genuine heritage. Their story began in 1947, with the existing identity carrying high brand recognition, not just across their loyal customer base, but throughout Thailand and beyond.

The challenge lay in refining the identity without erasing that history. It’s not a reinvention; it is a respectful evolution.

Strategy
Narrative
Identity

Guidelines

Print

Publication

Signage

Website

App

Animation

Illustration

Template Systems

The wordmark and symbol were retained as a mark of respect, whilst the colour palette and typography were refreshed to create greater cut-through. Building the ‘World of Bangkok Insurance’ was strategically key to emphasise the breadth of coverage offered. A new visual language, leading with our hero illustration was a targeted gesture to modernise Bangkok Insurance’s appearance without disrupting their steeped history.

The ‘World of Bangkok Insurance’ expands to all aspects of the rebrand across product iconography and an extensive design system of templates to be used by the internal brand team. Real-world performance needs were met with a new digital platform and app design (launching 2027).

The rebrand stood out by setting a new benchmark for the insurance category in the region of South-East Asia. Specific to the market; subtle cultural nuances were created in avoidance to often felt clichés, and a human persona was built via bright, friendly colour tones. Working across multiple languages, each with their own unique rules for typography, added a complexity to be conquered.

Previous Branding

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