Thaan Charcoal

Thaan Charcoal is charcoal made from rambutan wood, a renewable resource that burns almost as hot as mangrove charcoal.

PROBLEM

Historically, Thaan has been a hit supplying their alternative charcoal to chefs and restaurants. But for their future story, the team wanted to expand their reach to the average joe with a grill. Thaan brought us in to help reposition their brand and simultaneously pay homage to the workers that made all of it possible, Thailanders.

SOLUTION

Hotter, safer, better. Through our brand workshop, we discovered that Thaan Charcoal is a sustainable product as well as a better charcoal to use altogether. It’s reusable, produces hotter heat, and requires less cleanup. While the price point for Thaan is a bit higher than typical charcoal, the benefits are worth it. We wanted to elevate these points to the forefront along with the brand’s Thai heritage. We did that by creating an identity system that feels more playful, accessible, and high in quality.