The Brief:


From an invitation from Khun Taew Jirayong Anumanrajathon, we were entrusted with a mission to realize her lifelong dream, to introduce an original Thai brand of high-end handbags to the world stage. With the ancestry from one of Thailand’s most renowned scholars, Phraya Anuman Ratchathon, its history was condensed into the name “PHYA.” The intellectual root translated into the attitude of aspiring modern women, with leadership, wisdom, and uniqueness that required an accessory to match.

Our Creative Solution:


The symbolic presentation of “Honeycomb” exhibited the domain of a hive queen. The rich shade of burgundy projected the majesty, power, and determination. While fundamental in looks, it maintained its philosophical origin just as envisioned by the owner.


Founder & Creative Director

Ploy Zae

This must be one of the top proud moments for us. Since Miss Taew revealed her dream of creating the world-class luxury handbag brand, she gave us freedom to experiment and pitch ideas. Her close support enabled swift feedback and expedited the process. It was our utmost delight to be a part of PHYA.


Design Director

Wachira Oath

This was my first shot at designing for a luxury brand, charged with designing logo and brand identity under Miss Zae’s supervision. It brought me to experience the grand opening and fashion show events. We were happy and really appreciated being involved in their glory.

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