We began by referring to Moose as ‘the bold one’, redrew the brand icon with a dose of masculine attitude, and created a custom pattern around the idea of fusion – a mashup of a dozen cultural references. The final touch was ‘Rocktura’, a bespoke fusion of the fonts Rockwell and Futura. This brand may be Thai, but it’s global in outlook.

And to raise awareness in a country that bans alcohol advertising? We launched a hugely popular immersive brand experience, the MixMash, in the heart of Bangkok’s trendy Pathum Wan district.