Namjai - Beverage Brand Identity + Package Design

Inspired by the vibrant and wild experience of Songkran in Thailand. A concept project case study on creating a brand that appeals to locals and tourists to embrace the spirit of Songkran wherever and whenever.

Thailand’s Songkran festival is more than just the world's biggest water fight. It’s a collision of culture, connection, and catharsis. Laughter pours down the streets, friendships are forged in splashes and wholesome moments between strangers. Around every street corner becomes a celebration of life, light, and renewal.

This is where Namjai was born — from the belief that a drink could capture that exact feeling and experience.

One of the most beautiful words I learned in Thai was namjai (น้ำใจ). Directly translated nam = water and jai = heart

The name “Namjai” (น้ำใจ), meaning is an overflowing generosity that speaks to deeper, meaningful connection in Thai culture. The name was chosen not just for its playful ring, but because it is a word that symbolizes the soul of Thai hospitality: friendliness, kindness, generosity, and joy

When you think about it, having so much love in your heart that it overflows to those around you, felt very fitting as the name for creating a beverage brand inspired by the joyful chaos of Thailand’s Songkran Festival.

Namjai isn’t just a beverage brand — it’s an experience in a bottle, inspired by the smiles all year round, more so during Songkran; Namjai is designed for the modern, mobile, global partygoer, local and traveller.

We set out to create a beverage brand that doesn’t just refresh—it uplifts.

Namjai is made for travellers, locals, and adventurers aged 18–40 who chase vibrant experiences, appreciate meaningful cultural connections, and want something fresh in hand—whether dancing through Silom, chilling on a beach in Krabi, road-tripping through Chiang Mai or a chill night with friends with some fried kebabs from street vendors.

Our drinks are bold in flavor, rich in character, and culturally rooted — blending tropical Thai fruits with inventive twists that honour local ingredients while surprising global palates.

Namjai's foundation is built on five core Thai values:

Sanook (สนุก) – Fun and enjoyment: Every sip is meant to bring energy and lightness.

Yim (ยิ้ม) – The smile: It’s our currency, our logo, our vibe. Thailand is known as the Land of the Smiles

Sabai (สบาย) – Comfort and ease: The feeling you get when everything just flows right.

ChaiYo (ไชโย) – Celebration: Because life’s too short not to toast the good stuff.

Each Namjai drink is inspired by a place, a feeling, and a fusion — just like the colorful shirts and water guns of Songkran, no two are the same. Think of “Silom Sunset” with mango, passionfruit, and chili-lime or “Phuket Fizz” bursting with dragonfruit, mint, and lime — drinks that transport you with every sip.

Mocktails and coolers lead the lineup, celebrating flavor and refreshment first. Light, crisp alcoholic options follow as a secondary offering for those looking to elevate the party.

In a market oversaturated with generic, overly processed beverages, Namjai stands out by being:

Culture-First: Rooted in Thai tradition and storytelling and seeks to give back to the locals for their everyday kindness

Flavor-Forward: Exotic fruit blends designed to awaken the palate

Vibe-Driven: Fun, inclusive, mobile, and perfect for every moment whether you're a partier or just want a juicy refresher

Globally Curious, Locally Grounded: Crafted in Thailand, shared with the world

Namjai is not just quenching thirst — it’s sparking joy. It’s a celebration in every can. A souvenir you can taste and a brand that smiles back.

As Songkran rolls around each year, you’ll find Namjai at the heart of the party, turning up the flavor and turning on the smiles — one splash at a time.