The Business Challenge
Ving, a Thai leader in marathon sandals and recovery footwear, was respected for product quality but lacked a cohesive brand identity and emotional story.
Visuals, messaging, and digital presence were fragmented, making it hard to stand out or connect deeply with consumers.
With increasing competition and plans for European expansion, Ving needed a strategic transformation to unify its identity, elevate customer experience, and position itself as an innovative and sustainable sportswear brand.
Purpose-Led Brand Foundations
Essential Studio worked with Ving to distill a clear mission—empowering people through innovative, high-performance footwear designed for comfort, possibility, and well-being.
A new brand personality was shaped, balancing Pioneer (bold, forward-thinking), Welcoming (inclusive, accessible), and Daring (adventurous, inspiring) traits.
The refreshed narrative, “Rise with the sun, Run with the sky,” celebrates both local Thai roots and global aspiration.
Unified Visual Identity & Digital Touchpoints
A comprehensive visual overhaul included a distinctive “V” symbol, sun-gradient reds, and craft-paper neutrals to signal sustainability.
Clean, geometric typography ensures clarity and modernity in both English and Thai.
The website was rebuilt around inspiring storytelling, athletic data, and inclusive community modules like Runner Squads, unifying Ving’s communication and strengthening international appeal.
Experiential Retail Design
Instead of a conventional retail store, Essential Studio designed Ving’s flagship near Bangkok’s National Stadium as an immersive experience center.
Visitors travel a circular path through zones: a brand history wall, hero product displays (like the carbon-plated NIRUN sandal featured in dynamic installations), and recycled-material walls for circular economy initiatives.
The store includes product customization lounges, flexible event spaces, and Instagram-worthy moments—transforming shopping into discovery, community engagement, and brand connection.
The Measurable Result
The new Ving identity launched in 2025, delivering:
Brand Recognition: A 48% increase in aided recall within six months, with consistency across digital, packaging, and retail.
Market Expansion Readiness: The updated identity and retail system passed approval by EU distributors, with the first European pop-up planned for 2026.
Sustainability Leadership: Redesigned products to cut footwear CO₂e by 22%.
“The new identity captures the endless horizon and pushes us to run further. Essential Studio turned Ving into a lifestyle movement, not just a shoe.” – VING Co-Founder
Team
Sébastien Maleville
Creative Director
Chanatinart Taweewong
Lead brand & graphic designer
Talit Techavanvekin
Product Designer