Rooted in tradition.
Made for today.
Role
Brand Designer
Campaign Design
Motion Design
End Deliverables
Direct Mail
Digital Advertising
Omni-Channel Campaigns
Overview
The new morning ritual you haven’t tried yet.
Nusa is a wellness startup bringing Jamu, Indonesia's centuries-old herbal drink tradition, to a modern audience. Inspired by natural ingredients and traditional recipes, the brand introduces three distinctive blends in convenient, everyday formats.
Over the course of 4 months, I helped bring Nusa to life through brand identity, packaging, website visuals, and digital creative direction.
The Challenge
Introducing a cultural tradition to a new generation.
The challenge was to create an approachable, contemporary identity that honored Jamu's Indonesian heritage while standing out in the modern wellness market.
The Solution
A modern identity rooted in Indonesian heritage.
Drawing inspiration from Indonesian calligraphy and letterforms, I developed a custom wordmark that balanced traditional influences with a clean, contemporary aesthetic.
Alongside the primary logo, I created a secondary logomark that spells out Nusa through stylized letterforms inspired by ancient Indonesian calligraphic alphabet.
I incorporated patterns inspired by traditional Indonesian batik textiles directly into each carton and sachets.
First prototype of 3 SKUs that will be printed overseas in Indonesia.
Beyond packaging, I helped visualized the e-commerce website, developed reusable social media templates, and established photography direction.
External credits: Lifestyle photography by nusa
More work
Mienee
Mienee
Mienee