Singaraja

Completely new beer brand Singaraja was launched in 2019 to compete head-on with dominant Indonesian pilsner brands Bintang and Anker, specially formulated for Indonesian palettes and marketed towards today’s high-growth millennial market.

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Challenge

Our challenge was to create a full design concept and execution that would credibly and effectively introduce Singaraja to a large, diverse market against very strong competitors who have been operating for decades.

Outcome

We began by designing the main key visual Singaraja (“King of Lions”) that integrates deep cultural cues with a complex execution that vividly brings out the boldness and strength of Singaraja for a new generation. Understanding that Singaraja’s key visual icon needed to render well across digital channels (social and e-commerce), we paid particular attention to logotype, illustration, and depth so that today’s consumer would instantly identify with the new brand wherever they first gain awareness of Singaraja.
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