KECAP SEDAAP
Rasa Tak Terlupakan
KECAP SEDAAP
Rasa Tak Terlupakan
Industry
FMCG
Scope
Brand Strategy
Integrated Campaigns
Brand Identity
Film
Visual Identity
We reminded people why the flavors they grew up with still matter.
Some flavors are so woven into daily life that they disappear into it. Kecap manis is one of them, present in nearly every Indonesian kitchen, and precisely for that reason, rarely noticed. We began with a single idea in Rasa Tak Terlupakan, "unforgettable taste," chosen not as a claim about the product but as a description of memory itself. The phrase carries its own symmetry.
A taste becomes unforgettable not through novelty but through repetition, the same flavor at the same table across years, until it stops being food and becomes a marker of home. The work followed the logic of the idea. Rather than reintroduce the product, the film and Visual Identitys returned to the moments where the flavor already lived, the family meal, the inherited recipe, the first dish a young cook learns to make on their own.
We reminded people why the flavors they grew up with still matter.
Some flavors are so woven into daily life that they disappear into it. Kecap manis is one of them, present in nearly every Indonesian kitchen, and precisely for that reason, rarely noticed. We began with a single idea in Rasa Tak Terlupakan, "unforgettable taste," chosen not as a claim about the product but as a description of memory itself. The phrase carries its own symmetry.
A taste becomes unforgettable not through novelty but through repetition, the same flavor at the same table across years, until it stops being food and becomes a marker of home. The work followed the logic of the idea. Rather than reintroduce the product, the film and Visual Identitys returned to the moments where the flavor already lived, the family meal, the inherited recipe, the first dish a young cook learns to make on their own.
Industry
FMCG
Scope
Brand Strategy
Integrated Campaigns
Brand Identity
Film
Visual Identity
We reminded people why the flavors they grew up with still matter.
Some flavors are so woven into daily life that they disappear into it. Kecap manis is one of them, present in nearly every Indonesian kitchen, and precisely for that reason, rarely noticed. We began with a single idea in Rasa Tak Terlupakan, "unforgettable taste," chosen not as a claim about the product but as a description of memory itself. The phrase carries its own symmetry.
A taste becomes unforgettable not through novelty but through repetition, the same flavor at the same table across years, until it stops being food and becomes a marker of home. The work followed the logic of the idea. Rather than reintroduce the product, the film and Visual Identitys returned to the moments where the flavor already lived, the family meal, the inherited recipe, the first dish a young cook learns to make on their own.
Industry
FMCG
Scope
Brand Strategy
Integrated Campaigns
Brand Identity
Film
Visual Identity
More Work
