To reimagine Thai medicinal ingredients through modern culinary techniques and contemporary forms that promote preventive healthcare in everyday life.

Maison De Samun is a Master’s thesis project that explores the question: how can Thai medicinal plants be reimagined through food design for a global audience? The project follows a complete design journey, starting with desk research, surveys, and academic paper writing, and progressing into concept development, experimentation, and prototyping. It ultimately evolves into ‘a conceptual food and wellness brand built around preventive healthcare through everyday consumption’ expressed through edible prototypes, packaging design, and a brand kit. The project serves as a platform to bring together and apply the full range of skills I have developed, from research and culinary practice to product design and brand storytelling.

Understanding the Perception Barrier

Research and surveys reveal that Thai medicinal herbs are often perceived as ancient, slow, alternative, or niche, and are frequently misunderstood or undervalued. While ideas such as food as medicine and local wisdom are viewed positively, they often coexist with hesitation, folkloric associations, and concerns about limited validation. These mixed perceptions highlight the core pain point of the project: Thai medicinal herbs carry deep cultural and functional value, yet their potential is restricted by outdated narratives and low global visibility.

The paper concludes that Thai medicinal plants can be reimagined for global audiences through food design, especially when cultural authenticity is supported by scientific and regulatory frameworks. However, clear limitations remain, as design alone cannot address challenges such as validation, scale, and wider acceptance. For this reason, the project is positioned as a starting point, aiming to shift perceptions, highlight value, and encourage further exploration of the broader potential of Thai medicinal plants.

Maison De Samun

offers functional, bite sized desserts that deliver preventative benefits from Thai medicinal plants for global consumers through abstract forms, informative packaging, and a refined visual language.

The brand combines culinary arts with applied Traditional Thai Medicine, focusing on products that balance flavor, health benefits, and overall experience. Rather than presenting food as a cure or a substitute for medicine, the products are designed to support minor, everyday health concerns and promote a more balanced lifestyle. All concepts follow standard food safety practices and are grounded in scientific evidence, while introducing Thai herbs in a modern and accessible way for a global audience. The brand begins with five common health needs Menstrual Health, Stress Relief and Relaxation, Immune Support, Motion Sickness and Tiredness, and Daily Care which are translated into five distinct product lines tailored to different target customers.

Product Lines

On-The-Go

Prepared for adventure
Prevent motion sickness, recharge energy, and relieve tiredness.
Starter Pack

To maintain a healthy lifestyle
Provide good nutrients and maintain good health.
Immunity Booster

Strengthen body’s first line of defense
Boost immunity, prevent from sickness, and reduce the risks.
That Time of The Month

Eases monthly discomfort
Help ease the pain, provide energy, and regulate mood swings.
After a Long Day

Stress Relief + Better Sleep
Ease the tension, provide relaxation, and promote better sleep.

Packaging Design

The packaging is designed as a refined three part rigid box that elevates the product into a premium, gifting experience. Constructed from hard cardboard and wrapped in textured paper, it features a removable top lid, a middle frame, and a bottom lid that opens to a precisely cut insert securing each product. Inside, a flavor guide and menu card introduce the product through abstract shapes, ingredient benefits, and functional properties, creating an experience that is both informative and intuitive. Subtle embossing, specific to each product line, adds depth and tactility, while watercolor details derived from plant based pigments reference traditional herbal dyes. A neutral color system provides a calm, minimal base, allowing each product line to express its identity through soft tonal accents while maintaining a cohesive brand presence.