How to create an identity for a traditional handcraft brand which does not sound like another "me-too" brand? 

Air Asia Foundation collaborates with The One Academy to work on the project of rebranding a Social Enterprises by Minangkabau people from Indonesia, which focus on traditional handcrafted "songket".

Objective: Create a new identity which separates the enterprise from the crown of traditional handcraft products. The new identity is able to represent Minangkabau's culture and people, while its still appealing to the International consumers

Challenge: The brand is running by a local community, where the people have a limited understanding in business and marketing. Therefore, there is a lack of a clear message the brand want to deliver to their customers as well as there is no emotional connection with target prospects

1. Nature has always been a part of Minangkabau's culture

2. Consumers are willing to pay more for brand, which offer a clear value in social innovation and sustainable goods

So here is our proposed Unique Value Proposition 

We offer the new positioning for the brand as an lifestyle brand, which incorporates Minangkabau's traditional craft into accessory products

Target customer: Environmentally and socially conscious young adult 

These are the 4 keywords which we want to archive with the new identity design.

The logo design drew inspiration from nature

Color palette is carefully picked base on the colors of Minangkabau traditional natural fabric dyeing process

Each collateral design serve as a piece of the brand Narrative to continue strengthen the position of the brand in consumer's mind