In 2021 the rebranding project of Bluesville was embarked — redefining their 10-year identity as one of the most recognizable indigo-based Indonesian menswear brands. The key objective of the project was how to expand the brand with the inclusion of discourse regarding sustainability & ethics in cloth-making, reiterating their pioneering use of traditional approach in indigo-dye as part of their genealogy. This project serves to solve communication issues and ultimately in how to portray the expansion of Bluesville as a brand; and the inclusion of this urgent issues — the brand is one of the pioneers in being of full- control regarding it's own production. From the plantation to retail; portraying the process became more immediate in their mission statement moving forward. Bluesville strives to be more inclusive in terms of pushing the traditional methods and their seasoned mindful approach in fashion — reiterating existing values & recontextualising them in contemporary setting. The demand of denim and the climate of the audience is different, Bluesville adjusts. Through this project, Bluesville's identity experienced a major revamp, from its original form — expanding the mythology — allowing more stories to be told from their signature perspective, while encompassing new terrains of themes and possibilities in menswear fashion.
The new identity that we have developed revolves around communicating what we have done and our commitment in the future. This new identity is also a manifestation of a system of ideas and ideals resulting from an eleven-year-long history of operation. As everything becomes more transient, Bluesville strives to go against the current and be part of the solution; creating influence towards a more conscious living, transforming what was once ephemeral, and building something that could last for generations to come.
The inspiration for the new identity of Bluesville is based on the cinematic approach; specifically the rich gallery of Southeast Asian cinema. The notion of attaining symbiosis, viewing human as a part of nature, a cyclical bond of which one cannot exist without the other. The adoption of the cinematic language continues through its more intangible aspects, the visceral scale of the wide lens of the silver screen is how the branding architecture approached. To better envision and represent the widening scale, scope and overall experience that the new Bluesville will offer.
The Bluesville printed matter utilizes a more mindful approach in a very simplistic & evokes an identity that prioritizes craftsmanship look & image. Visibility in communicating sustainability is crucial in how Bluesville focuses on craftsmanship, the information regarding materials & techniques in every object produced is key in brand communication. The printed collaterals is inspired by the use of negative space; to evoke clarity & the cinematic quality of which the project was influenced from; a more mindful Bluesville, moving on.
Bluesville Team: Direz, Osi Suheili, Arundana • Team – Collaborators * IMG - Maika Collective Studio (Studio): Art Director & Lead Designer: Mario Pegas • Art Director & Photographer: Dekza Arlingga, Project Manager: Phelia Amadea • Graphic Designer(s): Shannon Joycelyn, Prisella Emanuela, Ama Dewi • Environmental Designer: Vincentius Soesanto • Copyright © 2022 Bluesville. All rights reserved.
