October 1, 2024 at 3:39 PM
Title:
Corupuk
Company: Corupuk
Period: Oct 2024
Focus: Branding, Brand Identity, Packaging System, Food Product Branding
Role: Founder
Description: Corupuk is a kerupuk brand designed to complement every meal — crunchy, flavorful, and built with a playful identity rooted in Indonesian food culture.
Overview
- Corupuk is a bold kerupuk brand created to complement everyday Indonesian meals — bringing crunch, flavor, and a playful personality to the dining experience.
The Idea
- Corupuk was designed as a modern interpretation of one of Indonesia's most iconic food companions: kerupuk. The concept focuses on transforming a simple daily snack into a recognizable brand with strong visual identity and emotional connection to everyday meals.
- The brand tone is friendly, playful, and culturally grounded, allowing Corupuk to feel both modern and familiar across retail and digital platforms.
What I Built
- Logo design with playful typography and bold Indonesian character
- Brand identity system adaptable for food packaging
- Tagline concept connecting the brand to everyday meal moments
- Packaging direction designed for strong shelf visibility
- Brand alignment within a broader culinary brand ecosystem
Key Highlights
- Strong daily-meal positioning with the tagline "Teman Makanmu"
- Visual identity designed for retail and food ecosystem expansion
- Packaging-ready branding adaptable for multiple kerupuk variants
- Consistent design language alongside sister brands like Coripik and Cobakso
Impact
- Corupuk establishes a recognizable kerupuk brand identity that modernizes a traditional food staple while maintaining cultural familiarity and scalability across retail and culinary ecosystems.
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