Indonesia is one of the world’s biggest producers of quality
tobacco. Unfortunately Indonesia is not well known for its cigars compared to
the market leaders - Cuba and the Dominican Republic. A free-falling economy
since the autumn of 1997 has made life very difficult for the 5 million
inhabitants of the tobacco city Jember and the 220 million citizens of
Indonesia, the world's fourth most populous nation.
The development of this product is meant to support the
people in Indonesia by creating more workplaces for professional cigar makers
who were left without a job due to failing economy and strong competition from
Cuba and the Dominican Republic. It is planned to be a Fairtrade product and a significant
share of the profit would go back to the people that produced the cigars. Most Fairtrade
products fail to address the high-end market segment. I wanted to show that a Fairtrade
product doesn’t need to look “cheap”. You can buy exclusive and high-quality
goods and still be able to help people in developing countries.
The logo was inspired by Indonesian temples. Borobudur
temple has cone shaped monuments, while Pura Ulun Danu Bratan temple has a pyramid
shape. Both temples consist of multiple
layers, each layer has it own simple pattern. Layers are also a prominent
feature of cigars. The logo resembles the top view of Borobudur temple’s
monuments but also looks like a cut cigar.