Fruit King Evolution

Logo Evolution From Bold Beginnings to Refined Royalty

Since 2002, Fruit King has led Thailands fruit snack market with bold flavors and iconic branding. Our original logo carried us through the early chapters of our journeystrong, recognizable, and full of energy. But as our brand matures and our vision expands beyond snacks into the world of elevated Thai desserts, so must our identity.

Why We Are Called Fruit King

Fruit King was born from a vision: to elevate Thai fruit beyond traditions transform it into a world-class experience defined by elegance, depth, and craftsmanship.

Our journey began with Monthong durian, the Golden Pillow, known as the king of fruit. Rich, smooth, and unmistakably regal, it became both our origin and our standard. A symbol of indulgence. A fruit fit for royalty.

The word Fruit honors our roots in Thailands tropical abundancepure, natural, and full of character.

The word King is more than a title. It is a statement of purpose.

It speaks to our ambition to leadnot just in taste, but in quality, innovation, and presentation. It reflects our commitment to being the best, to setting the standard in the world of premium fruit.

Fruit King's Durian Monthong Through The Years

A Legacy of Excellence Since 2002

Founded in 2002, Fruit King has become a symbol of premium fruit craftsmanship, transforming Thailands finest produce into exquisite freeze-dried delicacies. Each product is a celebration of natures richness, intensely flavorful, elegantly crisp, and thoughtfully made.

Founder of Fruit King

Sainamphueng Bangkunthian, Piner Liu at THAIFEX

World of Food Asia 2004, Holding Prime Ministers Export Award 2004 received earlier that year

The Story of a Crown Reimagined

Fruit King began with the king of fruit Monthong durian, known in Thai as the Golden Pillow. Velvety, rich, and deeply prized, it embodied everything we stood for: indulgence, craftsmanship, and the extraordinary hidden within the natural.

Our original mark captured the energy of a brand on the rise lively, expressive, and full of movement. But as we grew, so did our vision. Fruit became more than just flavor. It became our language a medium through which we could elevate Thai heritage into a refined, global experience.

And so, the crown was reimagined. The new logo is quiet in confidence, elegant in detail. A deliberate balance of past and future, simplicity and substance. Each colour has been chosen not just for beauty, but for meaning rooted in the essence of fruit itself:

Red reflects the richness and vibrancy of perfectly ripened fruit bold, inviting, and full of life.

White speaks to purity and freshness echoing the clean, honest quality of our ingredients.

Beige captures the warmth and subtle textures found in traditional Thai fruit-based desserts natural, soft, and comforting.



Gold, inspired by the Golden Pillow itself, represents more than luxury. It is the soul of our brand a tribute to the durian that started it all, and the elevated experience we promise in every creation.

The crown no longer sits above the name. It now lives within it integrated, intentional, and quietly regal.

This is not just a new look. Its a reflection of who we've become. Rooted in nature. Refined by design. Inspired by tradition. Elevated for the world.