From Niche Sandal Brand to Ambitious Performance Player
VING is a Thai performance sandal brand created for runners and active people who need serious support, not just casual flip-flops.
Before the project, strong individual products sat behind a fragmented identity, inconsistent visuals, and underused storytelling, making it difficult to stand out in a crowded sportswear market.
Research showed that VING serves a surprisingly broad audience: marathon runners, casual walkers, older customers, and children, all looking for comfort, recovery, and injury prevention. This insight became the foundation for a brand that feels expert enough for athletes, but welcoming enough for everyday active life.
Essential Studio was invited to reposition VING as a confident, innovation-led Thai brand ready to grow at home and prepare for future European expansion.
Mission, Vision and Values Aligned Around Movement
Together with the VING leadership and team, Essential Studio defined a clear mission and vision that put innovation, health, and community at the centre of the brand.
Brand values: Innovation, Comfort, and Possibilities; now guide everything from product decisions to communication and retail experiences.
A distinct personality mix of Pioneer, Welcoming and Daring ensures the tone balances technical authority with warmth and encouragement, especially in copywriting and storytelling.
A Refined Logotype and Iconic “V” Monogram
The VING logotype was carefully refined using a proportional grid, adjusting letter thickness and spacing to achieve a more harmonious, recognisable wordmark.
A distinctive cut in the extended “V” creates a strong monogram that suggests forward motion and rising horizons, and can live independently across products, digital, and retail environments.
Clear rules for spacing, minimum size, and colour variations ensure the logo remains consistent and legible from social media avatars to marathon gate signage.
Chasing Horizons: A New Brand Narrative
The new brand idea, “Chasing Horizons,” captures VING’s role in helping people move towards the next distance, next day, and next version of themselves.
Instead of focusing only on performance stats, the story connects sunrise gradients, expansive landscapes, and community runs to the emotional side of progress and possibility.
This narrative ties together technology, comfort, and sustainability, and can flex from footwear into future categories such as apparel and accessories.
Sunrise Gradients, Earth Tones, and Thai Warmth
The visual identity uses a rich red anchored in VING’s heritage, expanded into a gradient inspired by sunrise skies and balanced with crafted neutrals reminiscent of natural paper.
Soft pastel secondary tones add an uplifting, optimistic layer that supports both performance messaging and sustainability stories.
Together, these colours create a unique visual world that feels energetic, modern, and distinctly Thai, while still ready for international sportswear contexts.
From Website Skin to Retail: A Cohesive Experience
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.
Results: A Brand Ready to Run Further
The revitalised VING brand gives the team a clear framework to launch products, stores, and campaigns that all feel part of one coherent story.
From internal training and communication manuals to packaging, website, and point of sale, every touchpoint now reinforces innovation, comfort, and possibilities in a consistent way.
Most importantly, VING now has a brand platform that can grow with its ambitions—from Thai running communities today to international markets tomorrow
Team
Sébastien Maleville
Creative Director
Chanatinart Taweewong
Lead brand & graphic designer
Talit Techavanvekin
Product Designer
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