The Orient Jakarta

Creative Direction & Visual Branding

Indonesia Design (iD) magazine is rich with in-depth, innovative and exciting content about architecture, art, interior, product design and all of their allied fields from within the archipelago and beyond.

After COVID-19, Indonesia Design (iD) was finding it difficult to engage readers in-person as they had done through events pre-pandemic.

Once the regulations had lifted in Indonesia, we were faced with the challenge of creating a meaningful in-person experience that would both reinvigorate iD’s brand relevance and provide a safe space for their readers to socialize.

The Output

Indonesia Design champions local designers, artists, brands and products. We found that hosting an outdoor pop-up market, iDCurates exclusive to brands who do not have their own brick and mortar shop yet would be highly suitable for the current climate then.

We teamed up with a newly-opened restaurant, Caspar Jakarta to make the event happen at their outdoor space.

Considering iD’s main readers are 30 years old and above, we designed this pop up market for a younger audience to further expand iD’s target audience by illustrating characters representing the quirky and eccentric modern Jakartans with hints of traditional Indonesian fashion.

Branding Elements

Metropolitan Indonesian characters with modern and traditional fashion styling. To better represent the intended target market as well as Indonesia Design's existing clients, a wide age range can be seen amongst the characters

Illustration by Arfian Rama