SangSom

SangSom (introduced in 1977) is a well known and dominant rum product in Thailand. It has won many awards for liquor competitions worldwide.

This project was a collaboration between PPPOSHY and award-winning Thai artist and painter Pannaphan Yodmanee.

Disclaimer:

Designs and visuals displayed under this project were developed for conceptual purposes and do not represent the final product of the Moonism series produced by Sangsom.

MOONISM

The Thai phrase “SangSom” directly translates to “Moonlight”. This translation gave birth to the concept of ‘Moonism’.

There are many beliefs and schools of thoughts that suggests how the Moon influences our emotions.

' Spiritual Tide '

The full moon affects and influences the tides of the ocean. Since our bodies are more than 60% water, it’s easy to understand how the moon could pull and sway us as it does to oceans.

' Chronobiology '

A scientific field that specifically studies the periodic cyclic phenomena in living organisms and their adaptation to solar and lunar related rhythms.

' The sun sees your body,
but the moon sees your Soul '

The fictional concept of ‘Moonism’ explores the parallels and reflection between different conceptual forms of the moon (Supermoon, Bluemoon, Twinmoons, and Redmoon) and the human soul and emotions.

SUPERMOON

Pure Joy. Ecstasy. Excitement.

The largest and brightest of the moons with an iridescent glow, the Supermoon represents the contagious and uplifting energy of joy and ecstasy.

SUPERMOON

BLUEMOON

Curiosity. Creativity. Mystery.

The Bluemoon is symbolic of the desire to pioneer, create, and explore. The unexplainable yet alluring attraction of venturing into the deep unknown.

BLUEMOON

TWINMOONS

Tranquility. Serenity. Balance.

Perfectly poised, balanced between the push and pull of the counterpart. The Twinmoons represent the balanced, calm, and tranquil state of the soul leading to reflection and clarity.

TWINMOONS

REDMOON

Passion. Courage. Desire.

The most intense of the moons, the Redmoon is symbolic of fiery desire and passion, but also the roaring courage in one’s heart.

REDMOON

RABBIT ON THE MOON

An ‘easter egg’ style design detail
based on traditional folklore of ‘ The Rabbit on the Moon ’

BLUEMOON

RABBIT ON THE MOON

An ‘easter egg’ style design detail
based on traditional folklore of ‘ The Rabbit on the Moon ’

We worked closely with Yodmanee in an iterative creative process.

We took responsibility for the storytelling, narrative, and art direction with Yodmanee, who then created art pieces in her signature style as the foundation of the Moonism designs.

Yodmanee’s art pieces were later auctioned for charity.