Rooted in tradition.
Made for today.
Role
Brand Identity
Creative Direction
Logo Design
End Deliverables
Brand Identity
Packaging Design
Website Design
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
