Since 2016, AKIKO has been selling exquisite women’s perfume. AKIKO is one of the first local perfume brands with “dupes” concept that is scarcely to be known by Indonesian audiences. With such an affordable price range, it was easy to enter and manage their market locally.

AKIKO wanted to create a brand refreshment from the ‘dupe’ image and create a stronger brand and stronger relationship with their audience through brand identity and awareness. That’s why brand applications needs to prioritized, such as photography, packaging design, print design, online presence as well as overall engagement.

It’s not always about the product. There are many important things to seek from brand identity, such as: Overall brand value as core communication to develop the aims and future of the brand, secondly the key messages to communicate through various mediums, from digital to physical and lastly relatable things that match really well with the audiences.

Key Challenges

As far as the social media insights research went, it was discovered that the engagement need some improvement. It was because the client had prioritized sales and catalog based content rather than the relationship with the audience. There was no engagement, low frequency of posting, too much hard selling by Facebook Ads, and simply neglecting branding.

As far as the exploration and brainstorming session, other brands and specifically, competitors, were innovating fast with large community. The brand presence and overall branding were getting left behind.

Akiko Portfolio

The Solutions

After some time of struggling and finding nowhere to go, there should be prioritized things in order to expand more in the future: Branding and engagement effort. Then there also came a rebranding project to keen for: The Gourmand Series. A new line of perfume with three different scents for #AKIKODarlings.

So, what are the things that should be done?
At the first glance, the background story and important things to note were done. The competitors were learned more to get to know about what would suits AKIKO thereafter. Besides developing a visually pleasing catalogue, there was a conclusion that the branding, production, etc. should play the role to voices the brand values, such as inclusivity, empowerment, to body positivity. The contents are developed with an approachable impression, while still premium and aesthetic. Designed with clean, elegant fonts and copywriting along with HD-quality visual assets as the background. AKIKO also rebranded for the launching of The Gourmand Series to a more thematic concept, with different pops of colors. Something fresh and new from the initial branding to communicate the livelihood.

Akiko Portfolio

What We Learned From It

It’s not always about the product. There are many important things to seek from brand identity, such as: Overall brand value as core communication to develop the aims and future of the brand. Key messages to communicate through various mediums, from digital to physical. Relatable things that match really well with the audiences.

The three variables worth more to create an understandable brand that conveys clear communication, obviously for AKIKO as a brand.

Akiko Portfolio

Derived from the word pure, the name PURA is inspired by the purity of the product source.

Starting as a local brand pioneer for himalayan salt products, PURA expanded their choice of healthy products throughout the years. The main idea behind PURA is to be a clean, premium, healthy, and hygienic brand. Initially, there was no specific design direction, so the brand was built from scratch. However, the main goal is to provide better kitchen products for consumption in Indonesia. The target market that they strived for are young moms, as they are becoming more aware of healthy lifestyles. They are a pinnacle of advocates for better life, which starts with consumption.

PURA’s marketing positioning refers to the ability to influence consumer perception regarding product relevancy to competitors.
No other local condiment brands in Indonesia focused on healthy lifestyle and consumption at that time. The majority of salt brands in Indonesia prioritize the economical factor, as they mostly are regular table salt products. One of PURA’s main competitors aren’t local brands, but imported brands as well. In conclusion, PURA wants to introduce a simple brand with a powerful message behind it.

“PURA is the pioneer of himalayan salt local brand in Indonesia, as their first main product was himalayan salt. A premium looking branding, which contrasts the current condiment design which rarely tackles on branding, certainly makes PURA more unique.”

Key Challenges

From that main focus, there is also a mission to break the stigma that salt, condiments, and other kitchen ingredients are plain, generic, and boring. As potential consumers stop and stare at PURA, they can see something new and fresh, with a design that captivates but also gains trust at first sight. The products have to be easily recognizable and also stand out on the display racks. On the other hand, the design should look as premium as imported brands, without looking too expensive and unattainable. That leads to one challenge: how will the design work? PURA’s main message is the high quality healthy lifestyle. It is not the regular kitchen salt, it is a healthy habit.

But, how?


The Solutions

What do people think of himalayan salt? A majority of them said these three words: premium, healthy, and pink. And with that, a blank canvas was ready to be painted. Those three words incorporated to strategize our way into curating the best branding that reflects PURA’s core values.

How to look premium without looking too expensive?

The short answer? An ambiguous blue (cool but also friendly and approachable) with a hint of warmth.

The blue we choose will act differently depending on how we use it. For the branding, the blue brings out the clean, premium, and trustworthy element from the brand, but at the same time it can be used in a playful and approachable element when used in the packaging and social media. While the packaging has more hints of colder colors (blue dominant) throughout the product lines, the images and certain graphic element eas out the coldness. The social media can be seen with warmer vibes that suit PURA’s target market. Besides blue, as the main target market are moms and young moms, the himalayan pink color was used as a color accent. Other color palettes are limited to shades from black, grey, to white. These three contrasting colors balance each other perfectly to find the balance Pura needed: a balance. A balance of premium yet approachable.

Pura Seasoning Himalayan Salt

What We Learned From It

Function is key.

Looking good is essential, but function is the most important. The statement comes from overall elements that focus on value of function and construct PURA into the clean and trustworthy brand. The ambiguous blue and himalayan pink accent amplify each other to build a brand that is reliable in front of the target market. The appealing and functional packaging design also means to highlight the unboxing experience that impacts impromptu promotion across social media.

From the all-in deliverables through physical and visual production, PURA strives to create a strong branding through consistent value and brand message to help them grow further.

Pura Himalayan Salt Packaging
Pura Food Powder Anchovy Packaging
Pura Flyer Poster
Pura Indonesia Brand Identity
Pura Hampers Packaging