Founded in 2017 as a pioneer in the Indonesian bone broth industry, Broth & Co has faced increasing competition from many newcomers offering similar products and packaging designs. Despite this competitive landscape, Broth & Co remains committed to using only organic and high-quality ingredients, coupled with a complex production process. Their commitment to quality originates from the dedication and passion of its founder and team. In light of these challenges, they are seeking a new brand identity and packaging design that effectively communicates its originality and intricacy in craftsmanship.
To answer the challenge, we reimagined Broth & Co to be as desirable as the less healthy category: confectioneries. The use of colors, typography, and illustrations in the brand is intended to evoke a sense of warm elegance, similar to the feelings we experience when consuming Broth & Co. The rebranding also introduced original character illustrations representing each variant, drawing inspiration from classic, storybook-like art to create warmth and a deeper emotional connection with the audience. Through this rebranding, we aim to establish Broth & Co as a premium, nutritious food that is not only beneficial for health but also tasty and indulgent.
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