Where Culture Meets the City
A global brand doesn’t arrive in Bangkok. It has to meet it.
Context
% Arabica entering Thailand had the harder version of a localisation brief: adapt enough to belong, not so much that the brand stops being itself.
Idea
“Where Culture Meets the City.” The cup is the constant. Bangkok is the variable.
Craft
Content built around where the cup actually goes: a longtail boat on the river, a temple wall, a street corner, a stand of green. Thai context carried by location and framing rather than by ornament.