BDG Journal Special Edition

BLUEGRASS DESIGN JOURNAL 

SPECIAL EDITION

BlueGrass Design Group is the oldest established 

design communication consultancy in Laos offering 

more than 20 years of creative design and digital 

marketing services in addition to out-of-home 

advertising media.

Three years later, Billie and Michele 

However, Praseuth was never one 

left Laos. Both Peter Evans and Peter 

to shy away from challenges and 

Loone of Planet Internet, together with 

set out to work with the authorities 

Bertrand Lacherie and Thanousone 

to help them understand how 

Phonamath entered the business and 

creating commercial advertising 

started up the Gold Pages company. 

opportunities for investors will benefit 

With the entry of both Peter Evans and 

the economic health and growth 

Peter Loone at this time, BlueGrass 

of the nation. He also took on the 

and Planet Internet also entered into 

challenge of helping them appreciate 

T H E B L U E G R A S S S T O R Y 

an informal partnership. Business 

boomed and with about 40 staff on 

board, BlueGrass had to move to a 

the importance of corporate identity 

and brand communications for major 

corporations on the international 

In 1996, when three former Telstra Laos 

colleagues Billie Ganendran, Michele 

Horne and Praseuth Banchongphakdy 

realised the need for professional 

design and communications services 

in Vientiane, they decided to establish 

an agency to fill that void in Laos. 

Billie Ganendran and Michele Horne 

were both Australians who were living 

in Laos with their husbands. Billie’s 

husband John was the civil engineer 

responsible for the construction of 

the Lao-Thai Friendship Bridge while 

Michele’s husband Peter was the lead 

of Forages Smallholder Project. Both 

women were working with Telstra 

Laos when news of the branch closure 

left them seeking options to keep 

themselves busy. 

Praseuth had returned to Laos three 

years prior to 1996 after studying 

design and architecture in Australia. 

He worked for various design houses 

including Ogilvy in Sydney, Australia, 

and was initially on vacation when 

he landed a job with Telstra. He had, 

by then, also fallen in love with the 

country of his birth and decided that 

he wanted to find a way to stay in 

Laos to contribute to its future. 

Together, they decided to establish 

BlueGrass in October 1996 with Billie 

overseeing the administration and 

public relations, Michele managing IT 

and Praseuth heading design services. 

They rented a small shophouse on 

Rue Nokeo Koummane where Mixay 

Boutic is now located, and began the 

long, arduous process of applying for 

their business licence. 

The trio soon discovered that 

the journey towards achieving 

their dream of becoming the first 

communication design/advertising 

company in the country would to be 

long and tedious, and that the path 

before them was paved with many 

obstacles. To begin with, the Lao word 

for advertising was the very same 

word used for propaganda! These 

activities were strictly reserved for 

the government and party. Praseuth 

spent months working with Lao 

officials to show them that BlueGrass 

was strictly interested in nonpropaganda 

activities – commercial 

advertising – and assured them 

that there was actually a distinct 

difference between the two. After 

seven months of persistence and 

unwavering determination, the trio 

received their business license. 

Today, for lack of better Lao 

terminology, advertising is referred 

to as “propaganda commercial.” 

The first project the company 

secured was from UNICEF. They were 

tasked with producing a directory 

of communications services in Laos 

including photographers, information 

on printers, event organisers and 

design specialists. The team quickly 

found that businesses in Laos were not 

familiar with directories and hesitant to 

share information or details about their 

businesses with foreigners. 

Praseuth had, by then, 

fallen in love with the 

country of his birth and 

decided that he wanted to 

find a way to stay in Laos 

to contribute to its future 

bigger office in 1997 next to where True 

Coffee on Setthathirath Road is today. 

In late 1998, BlueGrass established 

its Out-of-Home Media division and 

Praseuth was advised to move into the 

office at Wat Chanh by His Excellency 

Ambassador Plathana Choulamany, 

Honorary Chairman of BlueGrass and 

the individual responsible for guidance 

and advice on how to succeed in Laos. 

Together with his spouse Mae Viengxay 

and his family, HE Plathana continued 

to help guide BlueGrass until his 

passing in 1999. 

The establishment of the Out-of-Home 

Media division presented a new set of 

challenges to the team at BlueGrass. It 

became clear then that advertising in 

Laos was in its infancy then, with laws 

that made it difficult for advertisers 

to convey their brand and message 

effectively. Limitation on colour use 

and restrictions on female models 

in advertising were among the few 

obstacles advertisers were challenged 

with. Regulations also required 

advertisers to translate their brand 

into Lao language, making it difficult 

for advertisers such as Sony, Nokia 

and others to comply with established 

corporate identity guides. 

level. He referred to regulations from 

Australia to help the government 

revise rules on size, background 

colours and other considerations to 

still remain considerate of traditional 

and cultural sensitivities while at the 

same time elevating standards to 

international levels. 

In 2004 marked a milestone 

achievement for BlueGrass. Laos was 

to host for the ASEAN Summit and 

Praseuth was asked to design the 

Summit logo. Together with Antalis 

Thailand and the Design Alliance Asia, 

BlueGrass met the challenge and set 

out to build an image for the nation at 

the largest event ever held in Laos at 

that time. This honour was repeated 

when BlueGrass was asked to design 

the logo for the First Meeting of State 

Parties of the Convention on Cluster 

Munitions held in Vientiane in 2010. 

In 2012, when Laos hosted the ASEM9 

and ASEP7 meetings and most recently 

again in 2016 when Laos hosted the 

ASEAN Summit for the second time, 

BlueGrass once was once again asked 

to support the prestigious events with 

design services. 

While the design communication 

division was enjoying both recognition 

H.E. Ambassador Plathana Choulamany 

Praseuth was never one to 

shy away from challenges 

and set out to work with 

the authorities to help 

them understand how 

creating commercial 

advertising opportunities 

for investors will benefit 

the economic health and 

growth of the nation. 


BLUEGRASS DESIGN JOURNAL

At the helm of BlueGrass are a father and 

son team, two generations of alumni from 

Sydney’s Billy Blue College of Design with very 

different passions in life. Founder Praseuth 

Banchongphakdy draws inspiration from 

his love for culture, arts and traditional Lao 

handicrafts, while Chief Business Development 

Officer Kiriya Banchongphakdy is more business 

and success, BlueGrass’ Architecture 

Division also began making headlines 

with the design of the national pavilions 

for Expos throughout the world. 

In 2008, BlueGrass began designing 

the annual Lao National Pavilion for 

Along with the growth in the design 

and architecture divisions, BlueGrass 

also saw an increase in projects 

awarded to its Project Management/ 

Consultation Division. BlueGrass 

successfully tendered for and was 

awarded various communications 

business. With a fresher, younger 

generation stepping onto the helm, 

the company flourished and soon, a 

second building – BlueGrass Annex 

– was needed to meet the need for 

added workstations. 

oriented – a combination that will take 

BlueGrass to the next level. 

the CA-Expo in Naning, China. The 

Pavilions feature different regions 

projects including a nationwide 

sanitation project, Bird Flu education 

Late in 2017, entered into a partnership 

with the Cambodia-Laos-Myanmar 

in Laos each year and products that 

project, Urban Planning and Bus 

Development Fund II and launched 

those regions are best know for. Over 

Rapid Transport development project, 

the next chapter in the Bluegrass 

the years, the National Pavilions won 

the SHEP project to upgrade 14 

story with the installation of the new 

several awards at the CA-Expo and 

textbooks for Universities in Laos, 

bus shelters throughout the city of 

BlueGrass was also asked to design 

and the STVET project to promote 

Vientiane and billboards at various 

the National Pavilions for the World 

vocational education. 

regional airports in the provinces. 

Expos in Shanghai in 2010 and Milan 

BlueGrass also took the printing and 

in 2015. 

In 2015, BlueGrass moved to its 

installation of its billboard faces in- 

current location in Ban Nongbone 

house to help ensure higher levels of 

In 2012, the BlueGrass architecture 

in Saysettha District. This marked 

quality control and efficiency. 

division received its biggest 

another milestone in the BlueGrass 

architectural project when it was 

story as Kiriya Banchongphakdy 

As BlueGrass celebrates its 22 nd 

awarded the bid to design the Embassy 

returned to Laos after completing 

Anniversary in 2018, the outlook for the 

of Brunei Darussalam in Laos. 

his studies in design in Australia 

company is bright as the team adopts a 

to join his father to manage the 

new mantra…”the Sky’s the Limit!” 

THE BLUEGRASS LOGO 

Over the years, the BlueGrass logo changed as 

the advancement of digital technology. The hand- 

then, digital advancement also made a major 

the company evolved. The first logo was created 

crafted, organic look of the logo was inspiring and 

impact in the industry and Praseuth decided he 

by founder Praseuth Banchongphakdy with 

was perfect for the division that handled events 

wanted to modernize the company’s logo. He 

eye-catching blue handcrafted grass that he 

and entertainment during a time when most design 

replaced the hand drawn grass with the support 

intentionally “planted “ in place of the letter “L” in 

elements were still created and crafted manually. 

of designer Sean Cunningham. In place are four 

the name of the company. 

clean strokes with each blade representing one 

Fast forward 15 years and BlueGrass had 

of the four disciplines that BlueGrass continues to 

The second was an adaptation by a 5-year old, 

established itself as the leading design 

practice today — design, advertising, consultancy 

the son of Billie Ganendran, at the time prior to 

communication/advertising agency in Laos. By 

and architecture. 



Illustrated by Ajarn Anoulom Souvandouane 

CONTENTS 

01. FEATURED WORKS 

10 

MINISTRY OF FOREIGN AFFAIRS 

22 

JAPAN EXTERNAL TRADE ORGANIZATION 

34 

MINISTRY OF EDUCATION 

ASEM & ASEAN SUMMIT LOGO DESIGN 

CLEAN & GREEN CAMPAIGN LOGO DESIGN 

SHEP PROJECT 

16 

MINISTRY OF INDUSTRY AND COMMERCE 

24 

PLANET ONLINE 

36 

LAO AIRLINES 

MINISTRY LOGO DESIGN 

LOGO DESIGN 

LOGO DESIGN 

18 

MINISTRY OF PUBLIC WORKS AND 

26 

BRUNEI DARUSSALAM EMBASSY 

38 

LAO PLAZA 

TRANSPORT 

ARCHITECTURE DESIGN 

LOGO DESIGN 

MINISTRY LOGO DESIGN 

28 

WORLD BANK 

40 

LAO TELECOM 

20 

AUSTRALIAN EMBASSY 

WATER AND SANITATION PROGRAM 

LOGO DESIGN 

65TH LOGO DESIGN 

30 

NAHICO AND USAID 

42 

DAO HEUANG GROUP 

21 

ALO! TECHNOLOGY 

AVIAN INFLUENZA AWARENESS CAMPAIGN 

MARKETING COMMUNICATION 

LOGO DESIGN 

33 

UNITED NATIONS OFFICE ON DRUGS 

46 

LAO GOLDEN PAGES 

When he arrived in Vientiane, he 

was overwhelmed with joy. With his 

trusty Machintosh Plus in tow, he 

“As a designer, the only way I knew 

I could help turn the grass back to 

green was by adding blue,” he said. 

02. THE BLUEGRASS FAMILY 

AND CRIME 

ATS DRUG FREE CAMPAIGN 

DESIGN AND PUBLICATION 

Twenty-five years ago, a Lao 

graphic designer was returning to 

his homeland after studying and 

working in Australia. As Praseuth 

Banchongphakdy looked out of the 

window from the aeroplane, he was 

inspired by the beauty of the blue 

sky and white cottony clouds, but 

was surprised to see that the green 

landscape he remembered from his 

childhood had turned a shade of 

golden-brown. 

wanted to drop down onto his knees 

and kiss the ground. In his mind, the 

song “Daddy’s Home” kept playing 

over and over again. He knew he was 

home where he belonged. 

The young designer was determined 

to help make a difference as his 

country grew. In 1996, he started his 

own design consultancy and named 

it BlueGrass Design Group. Over the 

years, many asked him if he named 

his group after Bluegrass music. He 

always answers with a smile. 

“Over the years, each project I took 

on was my own way of painting the 

blades of grass with hues of blue… 

slowly changing it back one by one 

until it all turned green again.” 

Today, 22 years later, Praseuth looks 

back at that fateful day and reflects 

on his many contributions to his 

homeland. The grass is now greener 

and he is confident that after 25 years 

of perseverance, he can leave it to 

the next generation to complete the 

transformation. 

48 

50 

52 

PRASEUTH BANCHONGPHAKDY 

FOUNDER/PRINCIPAL 

KIRIYA BANCHONGPHAKDY 

MANAGING DIRECTOR / BUSINESS 

DEVELOPMENT MANAGER 

THANOUSONE PHONAMATH 

BUSINESS PARTNER 

54 

56 

58 

60 

PAKHAM BANCHONGPHAKDY 

CHIEF ADMINISTRATIVE OFFICER / 

FINANCE DIRECTOR 

VILAYLAK SAYASENH 

OFFICE MANAGER 

VANESSA PHANNAVONG 

MARKETING MANAGER 

KELVIN WEE 

MARKETING COMMUNICATION MANAGER 

62 

64 

66 

68 

70 

72 

SALES TEAM 

FINANCE TEAM 

DESIGN TEAM 

ADMINISTRATION 

PRODUCTION 

PAST EMPLOYEES 



MINISTRY OF FOREIGN AFFAIRS 

ASEM 9 Logo Design 

The 9 th ASEM Summit of Heads of State and Government (ASEM9) was hosted from 

5-6 November 2012 in Lao PDR. The theme for the Summit was Friends for Peace, 

Partners for Prosperity. 

The year 2012 marked the 16 th Anniversary of the establishment of Asia-Europe 

Meeting (ASEM). Since its inception in 1996, ASEM remarkably expanded its 

membership from 26 partners in 1996 to its present 48 from Asia and Europe, thus 

reflecting the deepening cooperation between the two regions. The ASEM process 

made significant contributions to the promotion of mutual understanding, peace, 

stability, development and prosperity of Asia and Europe. 

BlueGrass is very honoured 

to have been asked to 

support the government 

with the design of the 

ASEM 9 Summit logo 

Throughout the years, ASEM has gone 

through the period of complex and 

rapid changes. It has faced with many 

challenges such as climate change, 

economic and financial crisis, high 

prices of food and energy, natural 

disasters, outbreak of infectious 

diseases and others, which have 

negatively impacted the socioeconomic 

development of the two 

an important forum for ASEM partners 

to share their thoughts, exchange 

views and explore ways and means 

in promoting better understanding 

and enhancing cooperation between 

Asia and Europe and in addressing the 

various challenges. 

BlueGrass is very honoured to 

have been asked to support the 

The logo incorporates the spinning 

and weaving of silk – a centuries 

old tradition in Laos – to form the 

alphabets “a” for Asia and “e” for 

Europe. The beautiful national flower, 

the Dok Champa or frangipani, was 

chosen as the central figure in the 

logo to represent the pride shared by 

the people of Laos for being chosen 

to host the conference and the green 

regions. Despite the challenges, ASEM 

government with the design of the 

thread uniting the “a” and “e” as the 

remains relevant and continues to be 

ASEM 9 Summit logo. 

lush forests of Laos. 

10 BLUEGRASS DESIGN JOURNAL 

01. FEATURED WORKS 01. FEATURED WORKS 


11

Photo source: www.asean.org 

ASEAN Summit 2004 Logo Design 

The ASEAN Summit is a semiannual meeting held by the members of the Association 

of Southeast Asian Nations in relation to economic, and cultural development of 

Southeast Asian countries. The 10 th ASEAN Summit in 2004 was the first time Lao 

PDR had the honour to host the event. 

The image of That Luang Stupa is the focal point of this logo as this internationally 

recognised national and cultural icon for Lao PDR symbolises the pride that Laos felt 

to be accorded this honour to host the 10 th ASEAN Summit. It is embraced by 10 Dok 

Champas, the national flower of Laos, symbolising the 10 member nations of ASEAN 

and gifts from the hearts of the people of Laos to the delegates. The blue welcome 

banner represents the bond and friendship that forms the foundation of ASEAN. 

The 10 th ASEAN Summit in 

2004 was the first time 

Lao PDR had the honour to 

host the event 




13

ASEAN Summit 2016 Logo Design 

The year 2016 marked the second time that Lao PDR was chosen to host the ASEAN 

Summit. The 28 th and 29 th Association of Southeast Asian Nations (ASEAN) Summit 

was held in Vientiane, Laos from 6 th to 8 th September 2016. Prime Minister of the 

Lao PDR H.E. Thongloun Sisoulith was Chairperson of the summit. The theme of the 

summit was “Turning Vision into Reality for a Dynamic ASEAN Community” 

The summit was attended by the leaders of all 10-member nations of ASEAN — 

Indonesia, Malaysia, Philippines, Thailand, Singapore, Brunei Darussalam, Lao PDR, 

Vietnam, Myanmar and Cambodia. 

The 2016 ASEAN Summit was highly significant and historic as US President Barack 

Obama was among the leaders who visit Laos, making it the first time a sitting 

president of the United States visited Laos. During his visit, all media attention was 

focused on Laos and significantly brought the world’s attention to the plight of 

victims of unexploded munitions in Laos. 

BlueGrass was very honored to once again be asked to support the government with 

its communication design efforts leading up to the ASEAN Summit in 2016. 

The design team incorporated the use of a number of imagery to complete the logo. 

The circle around the ASEAN Emblem is formed with two hands being wrapped 

BlueGrass was very 

honored to once again 

be asked to support the 

government with its 

communications efforts 

leading up to the ASEAN 

Summit in 2016. 

around an eye indicating the strong 

bond between member states of the 

ASEAN Community. The two hands 

symbolise harmony, solidarity, close 

partnership as well as aspiration of 

the ASEAN Member States to further 

strengthen and prosper through 

the development of the ASEAN 

Community. The eye represents the 

ASEAN Community Vision 2025. 

The different colours used in the logo 

represent : 

• Red: Boldness and Dynamics 

• Yellow: Prosperity 

• Blue: Peace and Stability 

• Green: Growth and Harmony 

• Orange: Warmth and Happiness 

In addition to being representative of 

the National flags of ASEAN Member 

States, the colours chosen also 

symbolise the diversity in ASEAN. 

BlueGrass also designed the website 

for the 28 th and 29 th ASEAN Summits 

and worked with digital partner Cyberia 

to develop and deploy the site. 




15

MINISTRY OF INDUSTRY AND 

COMMERCE 

Ministry Logo Design 

The Ministry of Industry and Commerce (MOIC) is responsible for governing and 

developing industry and commercial activity in Laos. It is also responsible for 

regulating and promoting manufacturing, trade, import and export activity, and for 

representing national interest in the international business community. 

BlueGrass has worked extensively with the MOIC over the years and was 

commissioned to redesign and modernize the MOIC logo in 2016. The logo centred 

around the globe representing the world with the Lao flag pointing upwards to 

symbolize the nations growing economy. The nation’s effort to embrace change and 

growth towards modernized industry is represented by the blue sprocket. 

Since 2008, BlueGrass has designed the award-winning Lao Pavilions for the MOIC 

for the World Expos and the China-ASEAN Expo in Nanning. In addition to winning 

Pavilion of Charm awards at China-ASEAN Expo, the Lao Pavilions help increase 

interest in tourism and investment in Laos. 

In 2017, BlueGrass contributed to the One District One Product project managed by 

the MOIC by assisting with the redesign of packaging for Lao-made products to help 

them stand out better on retail shelves, and by assisting with organizing a seminar for 

SMEs on branding and packaging. 

The logo centred around 

the globe representing 

the world with the Lao 

flag pointing upwards 

to symbolize the nations 

growing economy 




17

to physically knit the country 

together. It has steadily expanded 

its role in the road transport sector 

and serves as a crucial incubator 

of commercial enterprise in the Lao 

construction sector. It has been a 

very energetic ministry in pursuit of 

the government’s goals. 

The Ministry of Public Works and 

Transport (MPWT) approached 

BlueGrass to assist with the updating 

of the Ministry’s logo. In 2014, 

BlueGrass presented a modern, 

new design to the Ministry that still 

reflected the spirit of the original 

logo while delivering a streamlined, 

updated look which was accepted by 

the Minister. 

BlueGrass came up with 

a radical design that was 

a major shift from the 

traditional ministry logos 

MINISTRY OF PUBLIC WORKS AND 

TRANSPORT 

Ministry Logo Design 

The Ministry of Public Works and Transport (MPWT) of the Lao People’s Democratic 

Republic has achieved a great deal of institutional success in the road transport 

sector over the past 30 years. The ministry has led the construction and expansion 

of the road network and, in turn, dramatically improved transport times and access to 

economic opportunities for Lao families and enterprises. The MPWT has significantly 

improved access to markets and public services across the country and by helping 




19

ALO! TECHNOLOGY 

Logo Design 

Founded in September of 2015, ALO Technology is Laos’ very own brand of technology 

products aimed at making quality computers, tablets and mobile phones available at 

an affordable price to help meet the needs of the educational and working markets. 

In addition to introducing Lao’s own line of IT products at an affordable price to the 

local market, ALO! Technology is also the first official Microsoft Partner in Laos. ALO! 

Technology aspires to become the information technology leader and the number 

one choice for technology products and services, serving the public sector, retail and 

corporate markets in Laos. 

BlueGrass is proud to have had the opportunity to work with ALO! Technology to 

develop their brand communications and also to help design their first showroom 

in Laos. 

Mr. Thanousone Phonamath 

Founder / CEO of Alo! and Planet Online 

ALO! Technology is also 

the first official Microsoft 

Partner in Laos 

H.E. Saleumxay Kommasith, Minister of Foreign Affairs, and Ambassador John Williams 

AUSTRALIAN EMBASSY 

65 th Lao-Australia Diplomatic Relations 

Celebration Logo 

The Australian Embassy, located in Vientiane, the capital of Laos, offers 

a comprehensive range of services to Australian citizens, administers the 

Australian development assistance program to Laos, provides advice to 

Australian businesses, manages the formal bilateral relationship between 

Australia and Laos and provides a visa service for people in Laos planning to 

travel to Australia. 

Over the years BlueGrass has worked with the embassy on numerous, mostly small 

design communication projects. Most recently, the company was chosen to design 

the logo of 65 th anniversary of diplomatic relations between Laos and Australia. 




21

JAPAN EXTERNAL TRADE 

ORGANIZATION 

Clean & Green Campaign Logo Design 

Japan External Trade Organization (JETRO) is a government-related organization 

that works to promote mutual trade and investment between Japan and the the 

world. Originally established in 1958 to promote Japanese exports abroad, JETRO’s 

core focus in the 21 st century has shifted toward promoting foreign direct investment 

into Japan and helping small to medium size Japanese firms maximize their global 

export potential. Since July 2014, JETRO Vientiane implements cooperative activities 

to enhance economic partnership between Japan and Laos focusing on two areas: 

attracting direct investment into Laos and providing support in developing local 

industries of the country. 

BlueGrass is very honoured 

to have been asked to 

develop the logo for 

the “Clean and Green” 

Campaign 

BlueGrass is very honoured to have been asked to develop the logo for the “Clean 

and Green” Campaign aimed at encouraging manufacturers in Laos to adopt more 

environmentally friendly practices in their operations. The logo was approved 

by Lao Prime Minister H.E. Mr. Thongloun Sisoulith and will be implemented by 

JETRO in the next year. 




23

Although a number of other providers 

the PARENT company which owned 

had been progressively entering the 

100% of the SUBSIDIARY company 

Internet market PLANET continued 

in Laos. This relationship was viewed 

to be first in the market place with its 

as a good way to attract investment 

innovative services that particularly 

into the Laos company, which indeed 

PLANET ONLINE 

addressed Lao conditions. For 

example, PLANET was first to introduce 

prepaid Internet services. Then, in 

what was a major breakthrough, 

PLANET was the first ISP or operator 

in Laos to offer wireless broadband 

Internet services in 2006. A move that 

was quite progressive in the world at 

the time. It was not long after that that 

PLANET set up the first public Wi-Fi 

hotspot in Vientiane. 

In 2008, Planet Pty Limited was 

incorporated in (Hong Kong), by 

the same team that started Planet 

Computers in Laos. The objective was 

for the Hong Kong company to be 

proved to be the case. 

In 2009 PLANET launched the 

country’s first mobile WiMAX service. 

This pilot service was in fact one of 

the first such services in the world. 

Because it was only a pilot service, 

very limited mobility was available. 

In 2011 PLANET was proud to launch 

its WiMAX-based 4G Internet service 

in the Lao capital city of Vientiane. 

See elsewhere on the PLANET website 

(www.planet.laopdr.com) for the latest 

4G Internet products and services 

being offered by PLANET. 

PLANET was first to 

introduce prepaid Internet 

services. Then, in what 

was a major breakthrough, 

PLANET was the first ISP 

or operator in Laos to 

offer wireless broadband 

Internet services in 2006. 

Logo Design 

In 1997 two Australian businessmen founded Planet Computers Company Limited 

(Laos) - hereafter referred to as “PLANET”, to sell computers and explore the options 

for introducing Internet into Laos. One of the founders, Peter Loone coined the name 

pl@net based on his initials, and is now known as PLANET. At that time, the only 

viable Internet access was achieved by a dial-up across the border to access a Thai 

Internet service. The key message PLANET promoted in those pioneering times was: 

“The Internet: Bringing Lao to the world; Bringing the world to Lao.” 

In the meantime, PLANET was working with the Lao government Ministry of Information 

and Culture (MIC) to find ways to introduce Internet cafes to Laos, especially in view 

of the country’s booming tourist industry. It was through close cooperation with this 

ministry that PLANET was able to launch the country’s first Internet café. This opened 

in Vientiane in 1997 allowing fully-licensed access to the Internet. 

When PLANET was finally awarded an ISP license in its own right by Lao National 

Internet Committee (LANIC) in the year 2000, it quickly moved to start offering a dial 

up service to the Lao market. It was able to do that with the help of good cooperation 

from ETL, the 100% owned government telecom operator. 

The key message PLANET 

promoted in those 

pioneering times was: “The 

Internet: Bringing Lao to 

the world; Bringing the 

world to Lao.” 

Picture on top: 

Opening ceremony with H.E. Thansamay 

Kommasith, Minister of Posts and 

Telecommunications, together with Dr. Robert 

Winch, Mr. Praseuth Banchongphakdy, and 

Mr. Thanousone Phonamath at the Don Chan 

Palace Hotel, Vientiane, Laos (19-Aug-2011) 

Picture on the right: 

Planet’s marketing team reaching new heights 




25

BRUNEI DARUSSALAM EMBASSY 

Prominently located before the 

Presidential Palace on Setthatirath Road, 

the Embassy of Brunei Darussalam in 

Vientiane, Lao PDR, stands today as a 

symbol of strengthening bonds between 

both nations. 

The original twin buildings were built in 

1930 for use as administrative offices 

and stood as prominent examples 

of French Colonial Architecture in 

the region. The buildings were later 

converted and were residences for the 

Minister of Public Works and Minister 

of Education until 1975. 

Over the years, both houses had fallen 

into disrepair by the time plans to 

restore them for the Embassy were 

explored. Today, like the phoenix 

rising from the flames, the buildings 

have been restored to their original 

grandeur and are now the home of the 

diplomatic mission from the Sultanate 

of Brunei Darussalam. 

BlueGrass’ Architecture Division 

was commissioned to develop the 

design for the new Embassy of Brunei 

Darussalam in Laos. Our architecture 

team, along with historic preservation 

specialist Jean Christophe Marchal, 

conducted a study-trip to Brunei 

to study the architectural style and 

better understand the culture in order 

to develop designs that would include 

both Lao and Brunei esthetics. 

The final design chosen replicated the 

original French-styled buildings while 

including tasteful embellishments 

of subtle elements that are unique 

to Laos or Brunei. This design also 

facilitated the preservation of the 

historic French-styled buildings, a 

request that was made by both the 

Ministry of Foreign Affairs and the 

French Embassy in Lao PDR. 

In their effort to preserve the structures 

accurately, BlueGrass architecture 

team created highly detailed drawings 

of the original structures for future 

reference. These detailed drawings 

have since been compiled into a 300- 

page book that is being used as the 

benchmark of historic preservation 

education at the National University 

of Laos’ Architecture Department. 

“Dans un contexte urbain historique de la rue Setthatirath, ce projet témoigne d’ 

un mariage entre cultures, l’une Laotienne et locale avec son histoire, son héritage 

architectural Franco-lao et sa qualité de lieu de vie, et l’autre Brunei avec un 

véritable souhait d’intégration pour son nouvel espace de diplomatie dans la 

capitale. En respectant le patrimoine existant et historique, le projet a tissé une 

architecture liant à la fois l’esprit du lieu, le respect des édifices existants et un 

nouveau vocabulaire de détails architecturaux provenant de Brunei.” 

Architect Jean Christophe Marchal 




27

WORLD BANK 

Water and Sanitation Program 

The World Bank‘s Water and Sanitation 

Program (WSP) supported the 

government initiatives to scale up the 

urban sector strategy and national 

Rural Water Supply Water Sanitation 

sector strategy. One of the key WSP’s 

program activities was to assist the 

Department of Housing and Urban 

Planning (DHUP), Ministry of Public 

Works and Transport (MPWT), and 

National Centre for Environmental 

Health and Water Supply (Nam Saat 

Central), MOH to pilot urban sanitation 

marketing campaigns in Vientiane. 

The core idea behind the development 

of this project was to develop innovative 

ways of creating demand for high 

quality sanitation services in urban 

areas of Lao PDR. 

BlueGrass won a contract in 2008 to 

manage a low budget campaign to 

promote the World Bank-sponsored 

Water Sanitation Project (WSP). 

The decision was made to target 

schools as part of the campaign. 

The end result was an enthusiastic 

response to an excellent campaign. The 

key to this success was the securing 

of hardware supplier Souvanny as a 

sponsor. As it turned out the campaign 

was very good advertising for Souvanny 

as they sold a lot of toilets due to the 

campaigns success! 

In accordance with the brief 

for the WSP project, BlueGrass 

created the total communication 

design strategy to raise awareness 

within the targeted audience. The 

campaign included the creation 

of a mascot, events and activities 

at schools and ended with a 

spectacular closing ceremony. 

For 2008, the World Bank decided 

to implement the Urban Sanitation 

Marketing (USAM) programme. The 

aim of USAM was to raise awareness 

on sanitation and create demand for 

BlueGrass won a contract 

to manage a low budget 

campaign to promote the 

World Bank-sponsored 

Water Sanitation Project 

BlueGrass won a contract to manage 

a low budget campaign to promote 

the World Bank-sponsored Water 

Sanitation Project hygiene and 

improved sanitation in urban area 

of Vientiane; to create innovative 

marketing approach; and to also 

mark the International Year of 

Sanitation. BlueGrass was chosen to 

be the consultant to implement the 

USAM project. 




29

NAHICO & USAID 

Avian Influenza Awareness Campaign 

In November 2006, the USA-based Academy for Educational Development (AED), 

in collaboration with the United States Agency for International Development 

(USAID), launched a communication campaign revolving around an invincible 

“superhero” chicken figure in an effort to raise awareness about how to combat 

avian influenza in Southeast Asia. 

Introduced at national water festivals in Cambodia and Laos, Super Chicken (known 

as “Super Moan” in Cambodia and “Super Kai” in Laos) was a broad-breasted rooster 

with a red cape and strong opinions about healthy behaviours. The action figure, 

designed to serve as an engaging but also credible source of good behaviours and 

best practices, appeared in public service announcements (PSAs), on posters, in 

booklets, and at public events. 

BlueGrass was chosen to 

modify the design for the 

Super Kai and develop the 

communications campaign 

This awareness campaign used a fun, entertaining approach to educate people about 

how to stop the spread of the bird flu virus. Research was used in the development 

of the campaign: AED’s surveys among backyard farmers and their communities 

showed that there was both a need and a desire to have more information on specific 

steps to prevent outbreaks of avian flu. 

The campaign was developed in Cambodia during an AED workshop with 

government officials, and then later adapted to the Laos context. (In Laos, Super 

Kai had a slightly different look; part chicken and part human, this character was 

somewhat bossy in temperament and travelled on motorcycle or boat to help 

farmers and communities prevent bird flu outbreaks). 

The campaign used a variety of media to communicate concrete information about 

how to prevent avian flu. The rooster first appeared in Cambodia in televised PSAs. 

In addition to television, Super Kai and Super Moan both appeared on posters and 

in booklets. The figures have also appeared in documentaries, in street theatre 

performances, and at water festivals. They continue to appear in community-based 

activities and events in both Cambodia and Laos. 

In Laos, BlueGrass was chosen to modify the design for the Super Kai, develop the 

communications campaign and produce the mascot to be used in outreach activities. 




31

UNITED NATIONS OFFICE OF DRUGS 

AND CRIME 

ATS Drug Free Campaign 

The United Nations Office on Drugs and Crime (UNODC) contributes to the 

achievement of security and justice for all by making the world safer from drugs, 

crime, corruption and terrorism. The Regional Programme for Southeast Asia works 

towards this goal and is supported by the work of UNODC’s office in Laos. 

While continuing regional integration and rapid economic changes within the 

country are positive developments, they also present other challenges related to 

border security, corruption, drugs and human trafficking. 

UNODC works with the Government of Laos and national partners to confront 

these challenges, including through projects related to human trafficking and 

alternative development. 

BlueGrass worked with the Lao Youth, US Embassy and UNODC to develop and 

design communications targeted at young people in Laos to get them to stop 

abusing drugs. 

BlueGrass worked with 

the Lao Youth, US Embassy 

and UNODC to develop and 

design communications 

targeted at young people 

in Laos to get them to stop 

abusing drugs 

During the course of the project, BlueGrass team supported research efforts to 

understand factors that influenced young Lao drug users which required interacting 

with youth in nightclubs, bars and even beer gardens. 

The result was a poster campaign focused on a hero that was relatable to youth in 

Laos and this was supported by videos and advertisements. 




33

MINISTRY OF EDUCATION 

SHEP Project 

Strengthening Higher Education Project (SHEP) is an Asian Development Bank (ADB) 

funded project managed by the Ministry of Education and Sports (MOES) tasked with 

expanding and improving its higher education system in Lao PDR. It focuses mainly 

on upgrading standards at the country’s three public universities: National University 

of Laos, Champasak University, and Souphanouvong University. It also improves 

access to higher education for disadvantaged groups, particularly for women and 

ethnic minorities. 

BlueGrass was selected to work with the Ministry of Education and Sports to develop 

14 textbooks that would be used at the three public universities. The project was 

executed in phases. Phase I involved the development of content for the books, 

Phase II revolved around the design of the 14 books and Phase III was the delivery of 

the print-ready designs to the printer chosen by MOES. 

Writers and editors were chosen by the MOES from professors teaching the three 

public universities. Contents of the books were managed by the MOES and 

BlueGrass projects team was responsible for managing the process that included 

managing writing workshops and editing/reading sessions. 

The BlueGrass design team then completed the layout of the books and delivered 

the print-ready files to the SHEP team at the MOES to be printed by the MOES 

appointed printer. 

BlueGrass was selected to 

work with the Ministry of 

Education and Sports to 

develop 14 textbooks 




35

Bluegrass was asked to 

redesign the logo for Lao 

Airlines, but also tasked 

with keeping in line with 

elements that were clearly 

and visibly Lao style 

by Lao Airlines and feature a twoclass 

layout seating 126 passengers 

in the main cabin and 16 in Business 

Class. 

Today, Lao Airlines network extends 

to twelve international destinations 

and six locations within the Lao 

PDR. As travel to Laos increases, 

Lao airlines continues to expand its 

network to include more international 

and domestic destinations. 

LAO AIRLINES 

Logo Design 

In September 1976 the Civil Aviation Company was formed from the merger of 

existing airlines Royal Air Lao and Lao Air Lines. The company became Lao Aviation 

in 1979. The national carrier initially started with a mixed fleet of Western aircraft, 

including the Douglas DC-3 and DC-4, operating on international and domestic 

routes, as well as a fleet of helicopters for more remote regions. 

In 2003, the airline was re-branded to become Lao Airlines and on 8 November 2011 

took delivery of the first of two Airbus A320 aircraft ordered from Airbus, the second 

A320 arriving in December 2011. The A320s are the first jet aircraft to be purchased 

Bluegrass was asked to redesign the 

logo for Lao Airlines, but also tasked 

with keeping in line with elements that 

were clearly and visibly Lao style. 

The design team at BlueGrass took 

pride in using the beautiful Dok 

Champa or frangipani, the national 

flower of Laos, as the main image in 

the new Lao Airlines logo. The Dok 

Champa was chosen to represent the 

world-class service that Lao Airlines 

provides, while the green leaf was 

used to symbolise protection. The 

colour blue was used for the font to 

represent the vast skies. 




37

LAO PLAZA HOTEL 

Logo Design 

Lao Plaza Hotel, the first official 

5-star hotel in Laos, has been 

welcoming guests since 1997 and is 

located in the heart of Vientiane — 

famous for its temples and historic 

monuments. Conveniently situated 

just 6km from Wattay International 

Airport, Lao Plaza Hotel is also within 

walking distance of a number of 

cultural sites including Lao National 

Museum, the Lao National Cultural 

Hall, That Dam Stupa, Sisaket Temple 

and Hor Pra Kaew. 

While at the Lao Plaza Hotel, guests 

can choose from casual or highend 

dining at one of the hotel’s six 

dining outlets. Breakfast and all-day 

international dining can be enjoyed 

at Dok Champa. For lunch and dinner, 

guests can choose to dine at May 

Yuan Chinese Restaurant or Kiku 

Japanese Restaurant. Refreshing 

drinks, fresh pastries and snacks can 

be found at The Lounge, The Deli 

Bakery and Terrace Café by the pool. 

The business center is located 

within the lobby area where guests 

can make use of the computers 

and internet, translation as well as 

secretarial assistance. The fitness 

center features an outdoor pool, a 

fully equipped workout room as well 

as separate male and female steam 

and sauna rooms. For those looking 

for a more relaxing afternoon, 

both traditional and aromatherapy 

massages can be arranged. 

Lao Plaza Hotel owners Valerie and 

Der Ming Kao worked with BlueGrass 

Design Group to design their 

corporate logo, we chose to honour 

the sisters / owners by incorporating 

the two most auspicious colours from 

their Chinese heritage – red and gold. 

In the original design, we styled the 

letters “L” and “P” in gold against a 

rich-red background to represent the 

uncompromising quality of service 

and comfort available at Laos’ first 

5-star hotel. 

BlueGrass also went on to design all 

of Lao Plaza Hotel’s stationery and 

contributed to the interior design 

for the hotel’s lobby and Blue Note 

Karaoke. 

We styled the letters “L” 

and “P” in gold against 

a rich-red background 

to represent the 

uncompromising quality of 

service and comfort 




39

LAO TELECOM 

Logo Design 

Lao Telecom, or LaoTel, is the leading operator in the Lao telecom market. The 

company is a joint venture between the government of the Lao PDR (51%) 

and Shenington Investments (49%). The original concession granted in 1996 was 

for an initial period of 25 years. The company provides comprehensive telecom 

services in different networks (PSTN, CDMA, GSM, 3G, IP) across the country. 

The Lao Telecom logo was designed by BlueGrass (Praseuth Banchongphakdy). A 

very distinctive logo, it combined the look of a modern telco with the traditional 

aspect of Lao culture. The cultural icon of the naga was cleverly incorporated in the 

composition. A naga is a mythical serpent-like creature that is believed by the Lao to 

have supernatural powers and lives in the Mekong River and its tributaries. 

A very distinctive logo, 

it combined the look of 

a modern telco with the 

traditional aspect of 

Lao culture 




41

DAO HEUANG GROUP 

Marketing Communications 

In 1998, the Lao government 

announced that it would grant 99- 

year concessions to businesses that 

would invest in agricultural projects 

in an effort to encourage more 

environmentally-friendly industries 

as opposed to those that were just 

focused on mining and hydro-power. 

By then, the Dao-Heuang Import- 

Export brand was already well 

established in Southern Laos 

because of it’s duty-free operations. 

Visionary businesswoman Mrs. 

Leuang Litdang founded the Dao- 

Heuang companies and saw this as 

an opportunity to both support the 

government’s policy while at the 

same time diversifying her company’s 

portfolio to include agriculture. 

Along with three other concessionees, 

Mrs Leuang received 250 hectares in 

the Bolaven Plateau and began working 

with the tribal villagers to cultivate 

coffee on the land. With limited initial 

knowledge about the coffee industry, 

Mrs Leuang went to Vietnam and spent 

time personally learning everything she 

could about the coffee business. She 

applied her knowledge to her allocation 

of 250 hectares of fertile volcanic land 

on the Bolaven Plateau and turned 

it into the most successful coffee 

plantation in Lao PDR. 

In 2002, the company successfully 

harvested its first crop of coffee beans 

and the rest is history. Today, Dao 

Coffee operates its own state-of-theart 

coffee production facilities and is 

Starting with the very 

effective branding 

strategy including the now 

very familiar Dao logo, 

BlueGrass actually operated 

as the company’s sales 

representatives for 3 years 




43

proved to be a success for Dao Coffee 

products and investors from Thailand 

responded with enquiries about 

franchise possibilities while others 

were interested in setting up shops in 

Chiangmai with the Dao Coffee brand. 

the most recognised coffee brand in 

Laos. Its products – from beans, freezedried 

instant coffee and canned coffee 

beverages – are exported regionally in 

marketing such as Thailand, Vietnam, 

Cambodia, Myanmar, China, Japan 

and Singapore, realising Mrs Leuang’s 

dream of expanding beyond just the 

Lao market. 

Dao-Heuang Group has since grown 

and diversified to include several other 

FMCG products, including Dao Foods, 

Dao Water, Dao Tea and Dao Cocoa. 

In 2002, Praseuth began working on the 

rebranding, repositioning and marketing 

of the company and the coffee. He first 

recommended the cosolidation and 

rebranding of the different Dao-Heuang 

companies under one umbrella – Dao- 

Heuang Group. 

With the knowledge that Mrs Leuang 

had visions of taking her coffee 

products beyond just the Lao market, 

Praseuth knew he had to help 

reposition the coffee products under 

its own brand and recommended 

establishing “Dao Coffee” under the 

Dao-Heuang Group umbrella. After 

much convincing, he helped establish 

the Dao Coffee brand and developed 

its corporate identity. 

In 2004, the opportunity to showcase 

Dao Coffee in Chiangmai at the Royal 

Flora Ratchaphruek presented itself 

and Praseuth was asked by the Lao 

government to design the national 

pavilion. A smaller version of the Lao 

Pavilion was designed and constructed 

for Dao Coffee at the Expo. 

The Royal Flora Ratchaphruek pavilion 

With this success, Praseuth was 

then challenged with the design and 

development of suitable packaging 

for Dao Coffee products. In order to 

preserve the products, he discovered 

that most successful international 

coffee companies adopted the foillined, 

vaccum packaging that had 

to be printed utilizing the form of 

printing called rotogravure. While this 

initially incurred higher investment, 

the returns reaped were from longer 

shelf-life for the products and 

preservation of the quality and flavour 

of the coffee. 

As appreciation of Dao Coffee 

products grew, it became clear that 

while marketing was essential, a 

distribution network was needed to 

extend the brand’s reach nationwide. 

At this stage, distribution was handed 

to a specialised company while 

BlueGrass continued to support with 

marketing and packaging design for 

other Dao-Heuang products. 




45

LAO GOLDEN PAGES 

Mr. Peter Evans 

Praseuth had set up 

BlueGrass and so Telstra’s 

departure presented an 

opportunity for BlueGrass 

Telstra, the Australian telecom giant, 

had an office in Laos in the 1990s as 

it pursued business opportunities in 

the country. In 1995/96 it published 

a pilot national telephone directory 

in cooperation with Enterprises 

des Telecommunications Lao (ETL), 

the then government-owned 

monopoly telecom provider. Praseuth 

Banchongphakdy had just returned 

to Laos in 1993. Having worked on 

the publication of the Yellow Pages 

in Australia, he was soon working 

for Telstra in Laos to assist with the 

production of this proposed new 

telephone directory. A huge amount 

of energy went into this project and 

the end result was the successful 

publication of this pilot directory. 

Telstra did not continue the telephone 

directory business, closing its office 

and departing Laos in 1998. By this 

time Praseuth had set up BlueGrass 

and so Telstra’s departure presented 

an opportunity for BlueGrass. In quick 

time, BlueGrass negotiated a deal with 

the MCTPC to publish the national 

telephone directory. The contract 

was for 10 years. BlueGrass sprang 

into action commencing the project in 

February 1999. Praseuth asked Peter 

Evans, who had been Telstra’s Country 

Manager in Laos, to return to Vientiane 

to head up the project. In what was 

widely acclaimed as a truly magnificent 

feat BlueGrass managed to publish the 

directory by December of that same 

year. It was a combined White Pages/ 

Gold Pages directory. 

Singapore Telecom had earlier acquired the rights to the 

name Yellow Pages in Laos and BlueGrass was therefore 

unable to use that branding. 




47

Praseuth Banchongphakdy 

Founder / Principal 

Outfit: Lao Derm Premium Collection 

Trousers and Eyewear: Kenzo 

Shoes: Christian Louboutin 


02. THE BLUEGRASS FAMILY 02. THE BLUEGRASS FAMILY 


49

Kiriya (Aii) Banchongphakdy 

Managing Director / Business 

Development Manager 

Outfit: Kenzo 

Watch: Rolex 




51

Thanousone (Ka) Phonamath 

Business Partner 

Outfit: Lao Derm Premium Collection 

Trousers and Shoes: Paul Smith 




53

Pakham Banchongphakdy 

Chief Administrative Officer 

/ Finance Director 

Outfit: Tyna Inspiration of Silk 

Scarf: Lao Textiles by Carol Cassidy 

Bag: Louis Vuitton 

Watch: Cartier 

Jewelry: Tiffany & Co. 




55

Vilaylak (Ce) Sayasenh 

Office Manager 


Shoes: Yves Saint Laurent 




57

Vanessa Phannavong 

Marketing Coordinator 


Jeans: Levis 

Shoes: Kenzo 




59

Kelvin Wee 

Marketing Communication Manager 

Scarf and Shirt: Khang 

Shirt Design: Kelvin Wee

(From L-R) 

Vanida Sayasetha 

Sales Assistant 

Sompheng (Noina) Phomany 

Administrative Support Manager 

Max Inthavong 


Hunney Chanthamaly 


Outfits: Ministry of Silk

(From L-R) 

Vannaly Thanavanh 

Finance Assistant 

Outfit: Ministry of Silk 

Virhoun Maggala 

Finance Manager 


Suit: Hugo Boss 

Baoulaphan Chitaphone 

Accountant 

Outfits: Ministry of Silk

(From L-R) 

Ouy Seangsavangkoun 

Graphic Designer 


Shoes: Fred Perry 

Marc Roa Tobias 

Creative Designer 


Shoes: Dolce and Gabbana 

Souliya (Noil) Sisourath 

Design Studio Manager 

Outfit: Ministry of Silk

(From L-R) 

Soukthaviphone (Souk) Thepphithak 

Receptionist 

Outfit: Taem by Tyna 

Dokkeo Sylavongkham 

Production Assistant 


Vilayvanh (Toy) Phanthanavong 

Administrative Assistant 

Outfit: Taem by Tyna

Ketar Mueangmany 

Finance Assistant 

Souliphone (Jip) Rattanavong 

Graphic Designer 

Outfits: Ministry of Silk 

Chanthakham (Jackey) 

Douangphachanh 

Production Manager 


Eyewear: Ray-ban 

T-Shirt and Jeans: Levis 

Production Team: 

Sith 

Anousa (Dam) Phongsanouvong 

Sangkhan (Nui) Chalernphone 

Sonethavy (Kiat) Sihalard 

Sypaserd (Tony) Keomanyvong 

To Naphaphan

BILLIE GANENDRAN 

MICHELE HORNE 

BERTRAND LACHERIE 

PETER LOONE 

PETER EVANS 

DAMIAN KEAN 

SOMSANOUK 

SEAN CUNNINGHAM 

SOUDALAT 

KAIYASITH 

JEAN NOEL 

ALEXIA 

KENT 

BOUNKHAM 

MICHAEL WHITE 

VINCENT 

AMOS 

SENGKEO 

ARIYA 

JC MARCHAL 

Members of BlueGrass Design Group over the years who helped us get to 

where we are today. As our family continues to grow, we fondly remember and 

thank those who were part our the journey ... and wish each of them well in all 

their endeavours. 

THONGLOR 

SOMSI 

VIENGSAMAI 

VILAPHONG 

THIPPHAPHONE 

PARIYA 

TOULOU 

KANYA 

BOUNTHAVY 

PHETTHAKOUN 

SONGKRAN 

SOUPHA 

BRUNO BUGLIO 

SENGPHACHAN 

GILLES BOUTE 

KINGO 

OLOD 

PHOSY 

DOKKEO 

DEXA 

KONGMANY 

SOMPHATHAI 

THIPKESON 

ATEETH 

ANOULUCK 

NEE 

SAKOUN 

BOUNPASEUTH 

VILAYVANH 

THAVIXAY 

VONGSAKOUN 

DETHAVISAK 

SOMPHENG 

OUDOMLATH 

TOM ULUVUS 

SOMVALY 

PANIN 




73

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