WOLF BKK and Punthai Coffee brew a stronger connection between Thais and their coffee
In a market increasingly dominated by global coffee chains, WOLF BKK aimed to support the growth of Punthai Coffee, a Thai-owned brand, by helping it stand strong against international competitors.
To achieve this, WOLF BKK developed a new menu item for Punthai Coffee called “Thairicano” a coffee that matches the quality of global favorites like the Americano. The goal was to create a national coffee menu: grown in Thailand, produced in Thailand, and sold at a fair price for Thai people. This approach ensures that revenue stays within the country and makes Thairicano a coffee that every Thai can be a part of.
Because Thairicano is made entirely from Thai-grown beans and avoids the need for imports, it benefits from lower production costs while allowing full control over quality – from farm management and handpicking beans to efficient, high-standard logistics. As a result, Thairicano offers better value than many other brands and has quickly become a favorite among coffee drinkers in Thailand.
Beyond affordability, WOLF BKK amplified the impact with the A CUP OF LIFE campaign – designed to make every Thai feel a deeper connection to Thairicano, not just through its story, but through its quality and care.
The campaign brings the story of Thairicano’s journey – from Thai farmers and Thai soil to the hands of each coffee drinker – onto every cup. By showcasing the origins and care behind each brew, WOLF BKK helped consumers feel truly part of this national coffee. This emotional connection has further fueled the growth of Punthai Coffee’s sales across the country.
Credits
Agency : WOLF BKK
Chief Creative Officer: Torsak Chuenprapar
Executive Creative Director: Kanit Mingmuang
Creative Group Head: Supakit Sukaroj
Senior Copywriter: Atichai Ditcharoen
Art Director: Pakjira Yodying, Natnicha Chianman
Senior Graphic Designer: Vanvisa Wangbamrungsak
General Manager: Natdhee Sopondhitipun
Group Communications Director: Sansuda Chuaphanich
Communication Manager: Naphat Chiangrat
Agency’s Producer: Chanoknan Wongwises
Photographer: Illusion CGI Studio
Illustrator: Illusion CGI Studio
Production Company: Illusion CGI Studio
