A Fusion of Culinary Heritage and Mythical Charm.

Logo and Branding Identity Project

Satu Lagi, an Indonesian-Malaysian restaurant, embarked on a journey to bring the authentic flavours of Indo-Malay cuisine to Montreal. With a vision to create a memorable dining experience, they sought to establish a strong brand identity that resonated with their cultural heritage.

This case study showcases the comprehensive branding and identity design project for Satu Lagi, highlighting the creative process and the integration of Indonesian and Malaysian mythology and folklore characters.

In Bahasa, Satu Lagi means “One more”.

Crafting the Logo

The logo was the cornerstone of Satu Lagi's visual identity. The client wanted a logo that was both bold and playful, yet sophisticated, evoking a sense of pride and authenticity.

By incoporating the meaning of "Satu Lagi" (which translates to “one more”), the design concept embraced a powerful and universally recognised symbol: the raised index finger, expressing a strong, bold statement. I chose a vibrant colour palette of red and white, which represents the Indonesian flag.

The Indonesian
Barong and Garuda

To capture the essence of Satu Lagi, I delved deep into the rich tapestry of Indonesian and Malaysian cultures. I discovered that mythology and folklore played a significant role in both societies.

Drawing inspiration from this, I decided to incorporate renowned mythical creatures, the Barong and Garuda, into the brand identity.

The Barong symbolized protection and positive energy, while the Garuda represented power and nobility.

Upon thoroughly sketching and comprehending the intricacies of the Barong and Garuda designs, I distilled their forms into simplified 2D illustrations, infusing the brand with the charm and mystique of Indonesian and Malaysian folklore.

Branding Identity

By incorporating the finished illustrations of both the Barong and Garuda into various collateral, including the menu, social media posts, and packaging. This cohesive visual system helped establish a strong brand presence, ensuring a memorable and consistent experience for customers.

Capturing the
Culinary Delights

To entice customers visually, I took charge of photographing and editing Satu Lagi's mouth-watering dishes. The chefs at Satu Lagi meticulously styled the food, paying attention to every detail, whereas I employed lighting techniques and edited the photos through Lightroom, to showcase the dishes vibrant colours and textures. The resulting images not only tantalised taste buds but also reflected the brand's commitment to quality and authenticity.

Satu Lagi’s
Social Media

I created captivating social media content, including high-quality images, engaging videos, and informative posts about Indonesian and Malaysian culture. By leveraging platforms such as Instagram and Facebook, Satu Lagi gained a loyal following and connected with customers who shared a passion for the cuisine

Monthly average insights (Instagram)

Accounts reached

+26.6%

Accounts engaged

+20.4%

Total followers

+5.5%

Total impressions

+19.3%

As part of our social media campaign, we strategically engaged with esteemed food critics on Instagram, extending personal invitations to experience the restaurant. This targeted approach significantly amplified our audience reach and garnered increased impressions on the platform.

To foster a strong sense of community, we also made it a point to share our customers' experiences and stories at the restaurant by featuring their tagged content in our Instagram Stories. This encourages future customers to tag us in their posts, further cultivating a vibrant community around Satu Lagi.

Through a meticulous and creative design process, Satu Lagi successfully established a strong and engaging brand identity that celebrated Indonesian and Malaysian culture.

The incorporation of mythical creatures such as the Barong and Garuda, the vibrant color palette, and the integration of cultural elements throughout various touchpoints created a memorable experience for customers.

Conclusion

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