Guidelines for Lifestyle Brand Identity Design Based on Cultural Capital: A Case Study of Isan Cubism

Abstract

 This research aims to 1) analyze the cultural capital of the case study using synthesized best practice guidelines, 2) examine the destination image based on Cubist concepts, 3) analyze lifestyle brand strategies rooted in cultural capital, 4) analyze the consumer journey and brand touchpoints, and 5) define identity design guidelines for lifestyle brands based on cultural capital. The case study is “Isan Cubism,” a lifestyle brand that reinterprets local Isan culture through contemporary ceramic design. This study employed qualitative methods, including document analysis, best practice synthesis, case evaluation, and in-depth interviews.
The results reveal that Isan Cubism successfully integrates cultural capital through local wisdom, creative reinterpretation, community participation, and a unique Cubist-inspired visual identity based on khit textiles, hup taem murals, and wooden Buddha sculptures. These traditional artforms share clear visual structure and conceptual depth that align with Cubist principles such as abstraction, geometric fragmentation, and multi-perspective synthesis. The study also investigates lifestyle brand strategy, consumer segmentation, and brand touchpoints, leading to the synthesis of ten core components of brand identity. These components reflect the relationship between Cubist Destination Image and the Psychological of Lifestyle Segment. For instance, the logo should reflect geometric abstraction and fragmentation to convey the “ essence” over appearance. This reflects the values of Isan craftsmanship, including faith, simplicity, and authenticity. The typography, similarly, should emphasize structural rhythm and a unique visual language to express the brand’s cultural image. These design guidelines offer a strategic framework for creating brand identity that bridges traditional cultural meaning and modern lifestyle aesthetics.