Indonesia Through a Kaleidoscope

2024

Client

SiDU

Industry

Retail

Services

Packaging Design

Scope of work

Packaging, Key Visual

We've all heard it–Indonesia is a country rich with culture and heritage. Yet through our work with SiDU, one of the best-selling paper brands in Indonesia, we rediscovered the richness of Indonesia's biodiversity, portraying them as icons that represent SiDU's papers.

SiDU consistently highlights three unique selling points: extra-thick, bright white paper that enhances colors and print quality. Alongside the '100% Indonesia' campaign, which celebrates the richness of Indonesia's culture and reinforces SiDU as a fully local brand, we sought to find a way to merge these elements–showcasing both the beauty of Indonesia's biodiversity and the qualities of SiDU's products.

Our main goal was to be different, to stand out on the stationery shelf. So, we asked ourselves—what if SiDU’s unique characteristics were translated into fashion design? The result came in the form of three striking headpiece designs, each inspired by a key element of Indonesia's rich biodiversity: flora, fauna, and craftsmanship. These headpieces became the centerpiece of the packaging, brought to life through portraits of Indonesian women. Anggrek Bulan (Moon Orchid) to represent bright white paper. Kayu Jati (Teak Wood) to represent extra thick pieces. and Cenderawasih (Birds-of-paradise) to represent enhanced colors.

Through this project, we were proud to step beyond the ordinary, transforming the plain, rigid packaging typically associated with paper products into a bold statement of pride and celebration of Indonesian culture.

Credits

Designers

Christian Melvin, Jesslyn Subrata, Felicia Setiawan, Alitia Zora


Copywriter

Evangelyn Kirsten Goh


Account Team

Robaitur Rasyid, Fiqi Hermaarief, Rio Pambudi Dalimunte

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Address

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