Aroma Nusantara

◆ THE PROBLEM

A second-generation rice farmer wanted to launch a heritage rice brand for upscale grocers but the farm's existing identity read as commodity, not craft. The packaging didn't tell the story of where the rice came from, and the wholesale buyers couldn't justify shelf space at the target price point.

◆ THE APPROACH

We anchored the identity in three observations from a two-day visit to the farm: hand-painted signage, the rhythm of rice drying mats, and the family's habit of writing yields in the margins of an old ledger. The wordmark was hand-drawn from those margins. The palette stayed earthy — paper, husk, deep cocoa — so the bag would feel like an artifact, not a product.

◆ THE RESULT

12 SKUs across heirloom varieties launched in Q3 2025. The brand is now stocked in 18 specialty grocers across Jakarta, Bandung, and Yogyakarta. Wholesale margins improved by 34% versus the previous packaging. The founder reports buyers now ask for the brand by name.