Rebranding Kui Lim Hung

Arachaporn Nirandara

a.nirandara@gmail.com / www.arnistudios.com

Traditional Chinese Medicine (TCM) faces the risk of disappearance. While it is primarily used by older generations, its appeal among the youth is diminishing. This is due to a lack of progress in design, resulting in TCM failing to engage younger demographics. This project aims to address this issue by rebranding Kui Lim Hung, a TCM brand located in Chinatown Bangkok Chinatown. Targeting Generation Y, ages 30-35, the project seeks to bridge traditional identity with contemporary aesthetics, attracting new customers while retaining existing ones. Currently, Generation Y is the largest demographic worldwide and the largest consumer group in Thailand. Coupled with the rising demand for holistic wellness, now presents an opportune moment for Kui Lim Hung to enter the wellness market. This project aims to create a brand that harmonizes old traditions with modern sensibilities by repositioning Kui Lim Hung as a premium self-care brand.