CASE
WALL’S ASIAN DELIGHT
– A JOURNEY of THAI FLAVOURS
As Thailand’s tourism industry continues to grow, international visitors – especially from China – have fallen in love with the unique taste of Thai fruits and desserts.
To capture this excitement, Wall’s Asian Delight set out to refresh its look and expand its range, celebrating authentic Thai flavours in a modern and playful way.
2016 – A Fresh Look
Asian Delight was reintroduced with a bold new design – bright, colourful, and approachable.
Seven flavours – Taro, Sweet Corn, Coconut, Red Bean, Mango, Mango with Coconut, and Durian – highlighted real coconut cream blended seamlessly with each hero ingredient.
The pack design focused on appetite appeal with vivid ice cream shots that looked fun, fresh, and delicious.
To excite both locals and tourists, five new flavours were added: Purple Sweet Potato with Coconut, Butterfly Pea with Coconut Jelly, Toddy Palm in Syrup, Black Sticky Rice with Coconut, and Bubble Milk Tea.
The packaging was elevated with stronger ingredient visuals and Thai-inspired patterns to reinforce authenticity.
This relaunch also introduced a full reshoot of product photography, capturing both straight-on and angled shots to bring out the richness and craveability of each flavour.
2018 – Expanding the Range
Asian Delight grew into the premium segment with three iconic Thai desserts: Cantaloupe with Sago, Pink Milk Bread, and Bua Loy (glutinous rice balls with coconut cream).
Once again, we created a new suite of dessert photography, showcasing indulgence and modern appetite appeal.
2020 - Premium
Thai Desserts
To push Thai authenticity even further, Asian Delight collaborated with Doikham, a renowned Thai brand known for its high-quality fruit ingredients.
The collaboration introduced exciting new flavours – Mixed Fruit Tomato, Pink Guava, and Passion Fruit – combining Doikham’s natural taste with the playful, vibrant character of Asian Delight.
2022 – A Unique Collaboration
In 2023, Asian Delight underwent another transformation aligned with Wall’s Global Design Identity.
The focus shifted towards a cleaner, more modern look with maximum impact on ice cream appetite appeal.
This redesign was not only about aesthetics – it was strategic. Research revealed that consumers could now identify and select their favourite flavours more quickly in-store.
The principle of creating strong visual impact at shelf became more important than ever.
2023 – Global Design Identity Refresh
2024 – Thai Landmarks, Reimagined
Most recently, Asian Delight reintroduced its Thai authenticity with a new concept: Thai Authentic Landmark.
The packaging design integrates iconic Thai travel landmarks as graphic elements, while still preserving the clarity and global consistency of the brand identity.
The result is a design system that feels premium, contemporary, and distinctly Thai – balancing global impact with local storytelling.
