Chok Dee is an elite, all-organic Muay Thai gear cleaning supply company that includes everything needed to keep your equipment fresh before, during, and after training.
Chok Dee's audience includes Nak Muay (Muay Thai practitioners) 18-50 years old. They are considerate and efficient, taking great care of all things they own, including their gear. They believe in quality over quantity, purchasing products only when they are necessary and good. They are always willing to share with others, whether that be an extra disinfectant wipe, or their knowledge in the Muay Thai game.
Elephants embody strength, friendliness, resilience, and are deeply connected to Thai culture. They symbolize power and protection, aligning with the spirit of Muay Thai. They also engage in self-care, reinforcing the product’s purpose in maintaining and preserving gear.
POSITIVE
NEGATIVE
MIX
The supporting brand elements drew inspiration from traditional Thai textiles. Graphic embellishments, such as sparkles and cloud motifs (reminiscent of the mist from a sanitizing spray), subtly allude to symbols of freshness. Additional brush designs echoed the form of ring ropes, stylized to maintain consistency with the textile-inspired aesthetic.
