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DJOSS Re-Branding
Campaign | Unilever
Project Details
Roles : Art Director
Credits : Jessica Gideon
2024
A new face for a timeless flavor
DJOSS began as a humble street stall selling kembang tahu and jahe merah, built on the warmth of tradition but lacking a visual identity to match. My client came to me looking to rebrand from a generic logo, created using free online tools, into something bold, authentic, and unforgettable. With plans to expand the business, he wanted a brand that would turn heads, speak to younger customers, and stay true to its Javanese roots
The Brief
The challenge was to rebrand DJOSS with a visual identity that reflects its Javanese roots while standing out in a busy street setting. The logo had to highlight the core products (kembang tahu and jahe merah) and combine a traditional retro feel with bold, youth-focused appeal
Old DJOSS Branding
Eye-catching, Clean, & Straight Forward
Authentic, Retro, & Quality
Aligning Visions
To align the brand’s direction with the client’s vision, I proposed two visual identity options, one clean and modern, the other more authentic and retro. While the client leaned toward a nostalgic, traditional style, I curated visual references to ensure we shared the same interpretation of "authenticity." This process allowed me to advise strategically and present a style that best suits the brand’s goals and audience
Crafting the Identity
The design process focused on balancing minimalism and tradition to appeal to both younger and older customers. I directed my illustrator to create a farmer character carrying the brand’s main ingredients, highlighting freshness and directness from stall to customer. The dual characters holding products create immediate recognition, even from a distance while supporting the brand’s storytelling through visual clarity and local charm
Pattern
Kembang tahu (Beancurd); Jogjakarta Batik Pattern; Jahe merah (Red Ginger)
Credits: Jessica Gideon (Illustrator)
Final Touches
While keeping the original font and color palette, I refined the logo to feel more vibrant, authentic, and distinctive. The updated mark preserves familiarity for loyal customers while elevating the brand’s presence with a more polished and original design
Before
Menu Re-design
Loyalty Card
The original menu was cluttered and hard to read, so I restructured it into clear sections, added breathing room, and brought in visual hierarchy. Branding elements were integrated subtly to create a cohesive, easy-to-navigate layout that improves both function and feel
To make the brand more memorable, the loyalty card design includes silhouettes of three iconic street vendor elements: a bowl, a glass, and a plastic chair. These subtle details help capture the unique character of DJOSS in a way that feels personal and rooted in culture
Social Highlights
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