Jab Chai

From the randomness of a climber community becoming a close-knit circle of friends, Jabchai was initially launched by gathering products from our climbing designers specifically for pop-up markets. It then expanded to offer a wider range of creative goods and many more fun activities.

Jabchai, well-known as a Thai-Chinese-style mixed vegetable stew, has no rigid recipe—any leftover veggies turn into our comfort food, perfectly embodying our brand story. The visual identity captures the unpredictability and quirkiness of rock climbing handholds’ composition and vibrancy, visualized through wiggly typography. These elements are applied to motion graphics, packaging design, and design systems, with a focus on media platforms.

Credits

Riso Printing House
Project Manager
& Creative Writer

Riso Together 
Wan-Yi Lin