Local Delicacies for Global Appetite
Mangkokku is created by four influential people in Indonesia, they are Chef Arnold Poernomo (Judge of Masterchef Indonesia), Gibran Rakabuming, Kaesang Pangarep, and Randy Julius Kartadinata. Acting as the founder’s representative, Mangkokku is lifting local delicacies as a potential value that can be shared and amplified to various regions, even as far as going international. The challenge in the rebranding process lies in carrying cultural values as a form that can be manifested into local brand and proudly presented to global arena. Articulating pleasurable palate while still maintaining cultural spirit.
Uncovering Cultural Asset as a Representation Over Personal Imageries
Showing the image and the impression of its founders to the audience creates a perception bias between the product and the brand. Phenomenal, but challenging. This rebranding project challenges us to shift the brand’s image from the founder’s persona, to the founder’s spirit that’s all about bringing Indonesia’s delightful cuisine to various regions. So we dig a deeper research about cultural assets, symbols, and narrations which relate to the values that Mangkokku brings.
Mangkokku: Narrative of Indonesian Folk and Landscape
Indonesia is rich with folklore stories that unite everyone to gather and share memories of the past, and we see this as a chance to enrich the food with a narration about where all these pleasurable palate started, a fiction with folklore-ish approach. This is an important element to expand the treasures of local pleasure that can be tasted and remembered. The journey of “Mang Kokku”, the spice and authentic flavors explorer on his every endeavors.