KECAP SEDAAP
Kedelai Hitam Special
KECAP SEDAAP
Kedelai Hitam Special
Industry
FMCG
Scope
Brand Strategy
Film
Packaging Design
Visual Identity
We brought the story back to the ingredient that made the flavor worth remembering.
Depth of taste is easy to promise and hard to prove. Kedelai Hitam Special began with the one thing that could prove it, the ingredient itself. Black soybeans have long been the source of kecap manis at its richest, and the idea was simply to let that origin carry the whole story. Not a new flavor invented for a campaign, but the authentic one, made visible.
The work followed from there. Film, packaging, and Visual Identitys were built to make the richness of the black soybean something you could almost taste before the first spoonful, the darkness, the depth, the sense of an ingredient that earns its place rather than borrowing it. Chicco Jericho brought a familiar and credible voice to the story, lending recognition to a claim already rooted in something real. The result reconnects a classic Indonesian condiment to the source that made it worth loving in the first place.
Industry
FMCG
Scope
Brand Strategy
Film
Packaging Design
Visual Identity
We brought the story back to the ingredient that made the flavor worth remembering.
Depth of taste is easy to promise and hard to prove. Kedelai Hitam Special began with the one thing that could prove it, the ingredient itself. Black soybeans have long been the source of kecap manis at its richest, and the idea was simply to let that origin carry the whole story. Not a new flavor invented for a campaign, but the authentic one, made visible.
The work followed from there. Film, packaging, and Visual Identitys were built to make the richness of the black soybean something you could almost taste before the first spoonful, the darkness, the depth, the sense of an ingredient that earns its place rather than borrowing it. Chicco Jericho brought a familiar and credible voice to the story, lending recognition to a claim already rooted in something real. The result reconnects a classic Indonesian condiment to the source that made it worth loving in the first place.
We brought the story back to the ingredient that made the flavor worth remembering.
Depth of taste is easy to promise and hard to prove. Kedelai Hitam Special began with the one thing that could prove it, the ingredient itself. Black soybeans have long been the source of kecap manis at its richest, and the idea was simply to let that origin carry the whole story. Not a new flavor invented for a campaign, but the authentic one, made visible.
The work followed from there. Film, packaging, and Visual Identitys were built to make the richness of the black soybean something you could almost taste before the first spoonful, the darkness, the depth, the sense of an ingredient that earns its place rather than borrowing it. Chicco Jericho brought a familiar and credible voice to the story, lending recognition to a claim already rooted in something real. The result reconnects a classic Indonesian condiment to the source that made it worth loving in the first place.
Industry
FMCG
Scope
Brand Strategy
Film
Packaging Design
Visual Identity
More Work
