Design studio with the means to communicate.

Callie Caffe, brand identity (info)

Set in a beachfront environment in North of Jakarta, Callie Caffè is an exciting expansion by the fashion brand Callie. The charming premises houses a seaside cafe and clothing shop in an interior that combines the two functions right from the entrance.

The design of this two-way commercial space took a classic route by adapting an elegant beach architecture with a touch of sailor-signature blue and white here and there. For Callie Caffè, we created a distinctive logo that sets it apart from its mother brand while still under the same playful direction. Furthermore, we developed the cafe’s take-away packaging, stationery, and iconography to pair with the refreshing coffee and pastries.

Creative direction: Robertus Alexander
Graphic design and illustration: Firyal Nabilla
Photography: Callie team, Lenny Han
Copywriting: Adinda Yuwono

Nature by Sera, brand identity, packaging (info)

Nature by Sera is a line of hair care that takes its roots from natural ingredients. Formulated with high-quality and manufactured locally, Nature by Sera comprises shampoo, scalp serum, and hair mist, each carrying its own nourishing effect.

The shampoo and scalp serum are a set of daily routines developed from the essence of soy protein and ginseng. The first is made not only to clean but enhance hair’s strength from its root to the tip, while the latter enhances hair growth. Perfected with the calming effect from chamomile, the hair mist is made to restore moisture and maintain all-day freshness. Each step of hair care is composed thoughtfully with natural ingredients that sustain and nurture one’s hair.

For Nature by Sera, we created an identity that expresses its humble, pure, and natural ingredients. The clean text-based logo is meant to be arranged in a versatile manner for both digital and physical facets. Occasionally, a hand-drawn circle encapsulates it to accentuate the product’s nourishing and protecting qualities.

Creative direction: Robertus Alexander
Art direction: Brynna Eclesia Christiandy
Photography: Odit Ariadi
Styling: Nisa Patterson
Copywriting: Adinda Yuwono

Statdium, brand identity, packaging (info)

Statdium is a facial product that looks after the youth by maintaining a supple and healthy skin while being active.

The first and sole product in this facial line is Victory Lap Moisturizing Cream, a smooth and lightweight moisturizer made for the active youth. Main natural ingredients include Centella asiatica and rice ferment filtrate which both give out calming and soothing effects to the skin while also repairing and rejuvenating. Perfect for sensitive skin, this moisturizer is made cruelty-free and alcohol free and has been dermatologically tested.

For Statdium, we chose green as the main logo color to signify its youthful quality. The play on the word Stadium also highlights an active zeal that relates to sports and athletes. We played a bit with the curves on S and M to further denote the attention towards dynamic and special characteristics. A lighter shade of green is paired with white for the packaging bottle to gesture its calming effect on the skin.

Photography: Avond Studio
Copywriting: Adinda Yuwono