Challenge
Born in the most populous Muslim Country, Paragon Technology and Innovation aimed to launch a men's grooming brand, Kahf, with halal as its unique selling proposition. However, in the middle of our project, the Ministry of Religion Indonesia launched new regulations that obligate Halal Certification in every product with direct use to the human body. One of its personal care products.
If every product is Halal in the future, then what will make Kahf different? Also, the biggest question is how Kahf will give the foremost solution for Muslim and society in general?
Main Insight
Unlike Muslimah, Muslim has a different problem. More than a decade, most news about Muslim in mass media has been coloured with threatening activities and make them look like an old-fashioned and narrow-minded tribe. While, in reality, the biggest segment of Muslim in Indonesia is moderate, tolerant, and open-minded. They live harmoniously side by side with people from different religions or even cultures. Instead of being exclusive, they tend to be inclusive. Instead of choosing to live happily in the Heaver or in the moment, they choose both of them. Qur'an calls them the balanced community, and we call them the Balance—Muslim.
Interestingly, this Balance—Muslim believes Islam should not be apart from human life in general. Just like Prophet Muhammad, their ideal example of Muslim. Instead of technical Islamic terminology, they prefer common words to address the value behind the terminology. Because they believe that Islam is universal and being halal means universal goodness. Thus, when they want halal product they actually want everyone to benefit and understand this is a consumer good that is being pursued by customers in category rather than for Muslim only.
Interestingly, this Balance—Muslim believes Islam should not be apart from human life in general. Just like Prophet Muhammad, their ideal example of Muslim. Instead of technical Islamic terminology, they prefer common words to address the value behind the terminology. Because they believe that Islam is universal and being halal means universal goodness. Thus, when they want halal product they actually want everyone to benefit and understand this is a consumer good that is being pursued by customers in category rather than for Muslim only.
Ideas
Kahf is here to be the voice of Balance-Muslim in nowadays setting. Those in moderation who continuously learn to be a better self and spread positivity to its surroundings which are also in line with universal Islamic principle. By any chance this brand may also resonant to some men in general who are not Islamic followers. It aims to make every Muslim and men in general are well-groomed so they can always be welcomed, anywhere they go.
Then, we use Universal Islamic Principles and translate it to nowadays value. We stick to the good behavior of Prophet Muhammad as the ideal direction of this brand.
Then, we use Universal Islamic Principles and translate it to nowadays value. We stick to the good behavior of Prophet Muhammad as the ideal direction of this brand.
More info about the brand and design process:
https://workbyw.com/workbyw/kahf-branding-2020
