We thought of the following concept: Shikaku and Bar Bar Kotak are two sides of the same coin. The core brand they share is based on principles of minimalism: harmony, stability, balance, and structure. Both sub-brands, like the establishments they represent, are defined by a type of elegance based on simplicity.
While Shikaku’s identity, which had been created prior to our work engagement used the square as a symbol of the refined and structured elegance of Japanese food, we thought that Kotak could mirror the concept in a more playful manner, that would better reflect the personality and identity of Indonesias who tend to be more laid back and relaxed.
The creative concept is an idea that stems from the brand's core identity and key message. It helps create more engaging content and form stronger emotional connections with the target market.
Our visual identity has a contemporary style sprinkled with elegant, classic
touches.Creativity, contemporary art and nature merge organically through earthy colors,
calming textures and harmonious blank spaces. There is no clutter. Every element
has been specifically chosen to portray the notion of “connection to the present
moment".
Visual moodboard created in collaboration with our client at the beginning of the VI stage.
The color palette is composed of sober tones inspired by nature that align with
our concept. We also chose to enhance the system with discrete plant textures that works as a
refined compliment to the rest of the design elements.
An Old Style font was adapted to resemble a modern stencil, as a way of visually merging past and present. Luxury, heritage and innovation are reflected in this elegant and dynamic wordmark.
We wanted all the design compositions to be refined and simple, and to select colors that would help us convey the timeless concept. The palette we chose is sober and eclectic, evoking elegance and minimalism at the same time.
We infused the concept through details that would add value to the customer experience and support the notion of connection.
The brand manifesto is a literary/poetic text that we write to present the creative concept. It can be used by our clients however they desire: social media content, the script for a company video, or even a stencil over a wall of their office.
