Suthera is a brand of Srifha Bakery which is one of the bakery industry leaders in Thailand. Tong-Muan (Thai Coconut Roll) is the popular product of Suthera. However, the problem of this brand is unable to present the specialty of the brand and the product in full potential. The reasons are the unclear of the brand concept, packaging design, product categorizing and these have the unclear concept to present the identity. Craftphic shows identity, attentiveness and specialty of Suthera brand as its concept. Therefore, Tong-Muan, traditional snack in Thai concept, is designed not only its package based on the new concept of the brand under the attentiveness but also the modern and joyful design which is related to the lifestyle of the new generation.