It’s not easy for long-standing brands to sustain their Brand Life Cycle in a constant growth phase. Choosing a strategy to modernize the brand and bring the brand into the lifestyle of the new generation is another approach that many brands choose to use.
This major brand change of “Kilen Tra”, a legendary brand of Thai-Chinese herbs that has been long-standing with Thai people for more than 132 years, is another case study that proves the brand’s prowess that can adapt closely. People of every generation will have stories and ideas behind them. Follow and read here.
“True veteran…great” has passed through many eras before becoming “Kilen Brand”
The beginning of the greatness of the legendary drug “Kilen Brand” began in the year 1891 when Mr. Pae Sae Lim, the founder of Osotspa Public Company Limited, traveled from China to open a pharmacy “Tek Heng Yu” in Sam area. Peng and is famous for bringing the ancient herbal medicine formula from the ancient Chinese medicine of the ancestors in the name. “Refined Agarwood Pills” help treat various diarrhea and stomach pains with “Kilen Brand” as a mark.
“Refined Agarwood Pills, Kirin Brand” is widely talked about. Even His Majesty the King, Rama VI advised the scout soldiers and the people to use agarwood distilled with the Kirin brand in his royal writings against illness. Because of the Sena Luang scouts who went to practice Most of them were sick with severe diarrhea. until the one who has distilled agarwood pills Kirin badge had given the patients to eat, and all of them were cured. no one is dangerous Then he bestowed a tiger’s needle and a royal surname. “Osthanugrah” which means help with medication for Mr. Pae Sae Lim
after that the name of “Refined Agarwood Pills, Kirin Brand” has become a herbal medicine in Thai households and has expanded into many other herbal medicine businesses under the same brand that just speaks the name. Many of you here should be more or less familiar with such as Botan, Yathat 4, Uthaithip and Tamjai, etc.
Behind the logo of “Kilen” is a symbol of Kirin holding a scripture with a light behind it. will appear in the fertile land Comes with the Sage’s symbolic Scroll of Knowledge and the sun that is like the light of life
On the occasion of the 132nd anniversary, the “Kilen Brand” product has created a new challenge. By transforming a long-standing brand into a contemporary look. To tell the story of the legend of “Kilen” in a new context for the new generation to experience and understand the value Wisdom of Thai Chinese herbal medicine that will truly help strengthen the quality of life for a long time.
A major brand transformation through the hands of Thai artists World-class brand portfolio
for “Kilen Brand” in this new context It can be said that it is a challenging problem for the brand, not least to make it accessible to the new generation. Including the creation of new images that are harmonious as one. Among the products under the Kirin brand, each has unique properties such as Refined Agarwood Pills (relieves diarrhea, abdominal pain), Ya That 4 (relieves flatulence, flatulence), Botan (fresh scent, soothes the throat) and Uthaithip (relieves heat in the stomach). thirsty) to strengthen the brand image.
Starting from redesigning the brand logo and packaging through the design skills of “Khun Yoon – Panpat Techamathakul”, a Thai artist who has worked with many world-class brands. Come join this project. Starting from the design of Boton toothpaste products. Continuing to come to other complete products by adjusting the product design to be more modern and vintage through choosing the color scheme of the logo and the packaging that is more vibrant
close up Pop Culture new generation by joining Bangkok Design Week 2023
In addition to adjusting the design of all new products The Kirin brand also took this opportunity to reach out to the new generation more by Participating in the “Bangkok Design Week 2023” design festival held on February 4-12, 2023, created an exhibition called “Kilane Crimson Garden”, telling the story of the legendary brand of the Kilen brand from generation to generation. and revealing the new logo and packaging of all products at the same time for the first time
This exhibition was designed under the concept of Kilane Crimson Garden, reflecting the land of a powerful red herb garden in modern vintage style. Combining Thai-Chinese art and culture together through the stories of the “Kilen” logo, peony flowers and various plant motifs that reflect fertility The naturalness of the product is evident.
Including in the exhibition, there are also special highlights such as a special dessert and beverage service zone that uses Kirin brand products as raw materials created by “Khun Paopae-Jessica Wang”, a talented young chef. Responding to the Pop Culture lifestyle of the new generation who prefer to relax in the city by consuming art. Tasting famous menus in various cafes is considered an adaptation of the brand to create awareness and reach the new generation closely. Which this work has received a good response, no less
It can be considered as another of the few brands in Thailand that can stand a long time and have been trusted by consumers for 132 years. It has been cold for many generations. With a concept that is ready to adapt, the brand is always talked about.
