Pheung Ton
Pheung Ton Phuea Chat (พึ่งตน เพื่อชาติ), or Self-Reliance for the Nation, is a community-driven initiative founded during the COVID-19 crisis to promote food security, economic resilience, and sustainable living. Initiated by the Yoovidhya family in response to a national call for unity, the project empowers individuals and communities to become self-sufficient and capable of helping others. By combining agricultural knowledge, local wisdom, and the philosophy of sufficiency economy, it aims to build strong community-based economies. Through a network of changemakers and partners across civil society, business, and education, the project expands from individuals to families to entire communities, proving that self-reliance is not just survival, but a path to national strength.
About B
This logo captures the core idea of self-reliance — that our future and our lives are ultimately in our own hands. By learning, adapting, and taking action, we can shape our own destiny. The design features a hand subtly integrated into the letterform, creating a visual that is both memorable and meaningful. More than just a logo, it serves as a flexible communication tool that can adapt to the many topics within the project. Born from the uncertainty of the COVID-19 crisis, when many faced job loss and fear of the unknown, this symbol helps shift the mindset from fear to possibility. It encourages people to turn crisis into opportunity by developing new skills and taking charge of their own path. It is not just about design — it is about restoring hope in difficult times.
About A
This design speaks to urban workers affected by the pandemic who returned to their hometowns with little income and no farming background. The project promotes self-reliant agriculture using the philosophy of sufficiency economy — growing food for daily use, earning income through small-scale farming, and making the most of available resources. The hand symbol in the logo represents action and the power to create a sustainable future through personal effort. With a modern, approachable design, the identity connects with people unfamiliar with agriculture, offering hope and a practical path to rebuild their lives.
The hand concept feels powerful, but it doesn’t clearly communicate that the project is about agriculture. A-cut tells the story right from the start.
While the B-cut logo is bold and visually striking, it can come across as slightly aggressive and less immediately clear. A-cut, on the other hand, communicates the project's agricultural focus in a simple, friendly, and hopeful way. Although the hand idea offers creative flexibility in applications, A-cut proves more effective in delivering the message quickly and clearly. It may be a shame to lose the playfulness of the B-cut, but when considering clarity, tone, and relevance, A-cut is ultimately the stronger and more well-rounded choice.
