Identity Exploration of Community Products, Woven Products from Water Hyacinths in Ban Nok Krathung Community, Nakhon Pathom Province, to Transform the Product Brand “Yim Thai”

Abstract

This qualitative research aimed to explore and develop the identity of Thai Smile or Yim Thai brand woven products by interviewing 5 experts and 5 weaving handicraft producers about the search for the Thai Smile brand identity using the quasi-experimental method, which created 3 layouts: (1) Love Thailand, Love the World, Use  Yim Thai  (2) Trust, Confident, Use Yim Thai  (3) Use Yim Thai, Starting to Value. The findings reveal that the draft of Layout 1 had the best data analysis results in terms of identity, logo, slogan, and suggestions. There was satisfaction and feeling towards Layout 1 that it was a layout that represented the brand identity well, consistent with the product in terms of using natural materials to create products, using natural materials to be beneficial, including the campaign to love the world. The logo was perfect, simple, and conveyed the meaning well according to the concept. The slogan was easy to understand, clearly conveying the antiquity, preserving Thai wisdom and culture.