Capturing the ebb and flow of Bangkok’s youthful energy



Year 2020
  • Brand Strategy
  • Visual Identity
  • Content Strategy
  • Art Direction
  • Campaign
  • Print
  • Packaging
  • Digital

SUNN is a urban lifestyle brand based in Bangkok that champions Southeast Asian diversity. Guided by the lens of sustainability, their products are as responsibly produced as they are beautifully designed. Rejecting the idea that more is better, their goal is to build a wardrobe of unseasonal staples that one can cycle through — these cycles are called rotations.

The name ‘SUNN’ was originally derived from the sunn hemp, an Asian tropical plant. The meaning of the name was later evolved to be synonymous with the Sun—empowering people to find their glow, radiate their confidence and be their true selves.

At the heart of the brand DNA is the co-founders’ carefree and adventurous spirit. The hand-drawn, bubble-like logo, coupled with the tagline “Orbiting Down Time, Glow Time, and Play Time”, alludes to the brands’ rotations. At the same time, it echoes the planetary movement around the Sun, while also capturing the ebb and flow of Bangkok’s rich urban playgrounds. Through the packaging design, social media, website design and launch campaign, Practice Theory crafted SUNN as an expressive and playful brand rooted in Bangkok’s youth culture.

Practice Theory