Creating a fun and friendly branding for young market
Tango is a well-known Indonesian wafer snack produced by the Orang Tua Group, one of the largest consumer goods companies in Indonesia. They entrusted us with the task of designing a brand identity and packaging for their new sub-brand product: a chocolate-coated wafer with a variety of fruit-flavored creams. The first flavor variant to launch is choco banana.
To begin, we brainstormed ideas for a catchy name for this sub-brand and came up with the name WALUT, which stands for "WAfer BersaLUT" (coated wafer). Our target market for this product is kids and teenagers, so we aimed to create a design that feels fun and joyful. We opted for a freestyle font logo that resembles the delicious chocolate, the main ingredient. Additionally, we created a friendly monkey character named Mumu to serve as the product icon, which will be used consistently across their communication platforms. The overall design is fresh, dynamic, and playful, making it appealing to our young audience.
However, translating this design onto the packaging presented some challenges. The packaging has limited space with a long yet narrow surface, making it tricky to incorporate all the design elements. To address this, we employed special digital imaging to showcase the wafer and cream layers, along with chocolate splashes, creating a more appealing look. For the choco banana packaging, we included yellow as the background color to emphasize the flavor variant and add a pop of color. The design interface is created in both horizontal and vertical formats to allow for easy display on supermarket shelves.
