This article is part of the dissertation titled "Identities of Wisdom in Thai Phuan Woven Fabrics for Product Design." The purposes of this study were 1) to study the history of Thai Phaun Jok woven fabrics at Ban Had Siew, Si Satchanalai district, Sukhothai province, Thailand, and 2) to analyze the signs of Thai Phaun Jok woven fabrics at Ban Had Siew, Si Satchanalai district, Sukhothai province, Thailand, as a guideline for further product design. This qualitative study employed survey, observation, interview, non-participant observation, and evaluation as research instruments. The data were analyzed using semiotic theory and cultural diffusion theory. The results revealed that the conventional weaving techniques at Ban Had Siew were still preserved in addition to the development of Thai Phuan Jok woven fabrics. The analysis of signs in the Thai Phuan Jok woven fabrics at Ban Had Siew employed three levels of visual communication: icon, index, and symbol. The meaning of the signified can be referred to by four sets of meanings, including goodness, beauty, love, and unity. The findings of the study suggest that the concrete and abstract signs found in Thai Phuan Jok woven fabrics at Ban Had Siew and the concept of contemporary art would be a guideline that can be applied as a foundation for further research and distributed to the global market.