NEW BRAND WORLD

Cannes Lions 2026 signalled a shift from brand expression to execution. The future of strategic brand design lies in creating useful systems, services and experiences that make a brand’s promises tangible.

We explore how Uniqlo’s John C Jay built an influential creative career by connecting brands with art, culture and everyday life, revealing why curiosity, humility and cultural participation are essential to creating brands that genuinely matter.

Discover six cultural shifts reshaping Thai brands in 2026, from changing attitudes towards authenticity and technology to emerging consumer behaviours, and learn how marketers can turn these new cultural forces into meaningful, lasting competitive advantage.

Bold, original creativity remains essential for business success, yet creative confidence is declining due to weak insights and limited cultural agility. The 2025 State of Creativity report by Cannes LIONS Advisory highlights a landscape filled with both opportunity and challenge.

From London packaging studios to Bangkok boardrooms, Ian Glover’s design journey spans almost 20 years across Asia. In this profile, the Brand New Day Asia Design Director discusses creativity, technology, branding and the importance of balancing curiosity, precision and commercial thinking.

Discover Emily Cheetham handbags and the story behind Elyse & i, an independent accessories brand defined by thoughtful design, everyday function and a quietly distinctive approach to brand identity.

Design works best as an amplifier, not a fixer. When the brand story is unclear, even the best design struggles to create real impact.

In an AI-saturated marketplace, emotional design has become one of the last true brand moats. Pattern-matching can give you polish but only empathy gives you presence. The brands that win will be the ones that make people feel something memorable and unmistakably human.

Jewelry is memory made wearable, a tapestry of moments, emotions and identity carried close to the skin. Few brands embody this idea as naturally as Forbidden Hill, a contemporary lifestyle label shaped by the stories, spirit and cultural richness of Southeast Asia.

Bold, original creativity remains essential for business success, yet creative confidence is declining due to weak insights and limited cultural agility. The 2025 State of Creativity report by Cannes LIONS Advisory highlights a landscape filled with both opportunity and challenge.

Organizational culture is one of the least understood and most under-leveraged assets a business can build. We think and talk about it pretty loosely. Probably because it’s been regarded far too often and for far too long as a human capital indulgence. Nice to have, but far removed from the business of driving corporate performance. Nothing could be further from the truth.

Brand strategists who think like marketers are rare. Brand strategists who can also design, write, and navigate Thai and international cultures with ease are even rarer – and that’s where Apasorn (“Fon”) Methapipatanakul quietly changes the game for Brand New Day Asia.

We’re excited to share our collaboration with Mineré, Thailand’s leading mineral water brand, on its biggest brand relaunch in seven years.

The world’s Sustainable Development Goals have been challenging us for some time. The 2030 Agenda for Sustainable Development, adopted by all United Nations member states in 2015, provided a shared blueprint for peace and prosperity for people and the planet, now and into the future.

Thai graphic design is a vivid tapestry woven from centuries of tradition, playful cultural attitudes, and a fearless embrace of modernity. Several aspects make it uniquely “Thai,” reflecting both deep-rooted heritage and the country’s contemporary creative pulse.

Jonathan Ive is the British-American designer best known for his work at Apple, Inc. where he worked for 27 years and helped Steve Jobs transform the then-struggling company into the world’s most valuable brand and business.

To start the new year on a high note, the Brand New Day Asia team came together for a celebratory dinner at OPUS Wine Bar in early January.

We’re excited to announce the launch of our latest project for Livingwell, a health-focused start-up offering high-quality probiotics and prebiotics designed to promote balance and well-being.