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BAHT

BRANDING

ART DIRECTION

PHOTOGRAPHY

Baht [Official currency of Thailand] carries a meaning that transcends currency or material wealth. It speaks to timeless value, purity, and protection.

Baht is an experimental jewelry studio where each piece is conceived as an amulet: wearable objects that safeguard stories, energies, and symbols. Inspired by the protective magic of talismans and the role of art as cultural memory, the brand transforms metal into living narratives, turning jewelry into fragments of the human story.

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In exploring the intersection of ornament and the sacred, we immersed ourselves in Thai iconography, protective tattoo motifs, and universal symbols of guardianship. We realized Baht is not merely designing accessories, but crafting personal guardians, capsules of identity that bridge past and present. This crystallized into the guiding concept “Amulets & Jewelry”: a creative territory where a jewel doesn’t just decorate, but protects, invokes, and tells a story.

The visual research draws from Thai iconography, protective tattoo motifs, and universal symbols of guardianship. These are timeless codes of strength and protection reinterpreted for a contemporary identity.

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We translated this essence into a visual system that honors symbolic heritage while embracing contemporary design. At its center is the brand symbol, born from the repetition and rotation of the letter “A” to form a geometry that evokes both the sacred precision of ritual objects and the vigilant presence of an eye. This subtle watchfulness connects to the amulet’s role as protector, guardian, and bearer of intention.

Inspired by Thai culture and Muay Thai philosophy, the brand is anchored in its roots, infused with strength, resilience, and ritual meaning. The typography, a monospaced typeface, introduces precision and order, grounding the identity in a modern aesthetic. A neutral palette and restrained layouts ensure the jewelry remains the focal point.

Photography plays a central role: it reflects the brand’s essence with a bold, contemporary edge. Imagery elevates each piece beyond ornament, presenting it as a living talisman, an object of beauty, energy, and protection.

The result is a distinctive, forward-thinking identity where every element, symbol, type and photography becomes a bridge between tradition and contemporary clarity, between the seen and the unseen.

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CREDITS

Brand Manager:
Tomas Chaverra

Art Direction & Design:
Juanse Carvajal / Sebastián Ospina

Photography:
Rubbot / Pedro Pablo

Year:
2022

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