Preserving Indonesian heritage tea in a modern design
Takokak has emerged as one of Indonesia's leading tea farming regions since 1906. Located in West Java at an elevation of 1,200 meters above sea level, the area boasts unique water and soil conditions. Managed by experts for generations, Takokak produces high-quality fresh tea leaves known for their distinctive aroma and flavor. Inspired by this exceptional quality, Takokak Win’s Tea aims to make this exquisite tea accessible to everyone. We developed their brand identity around the concept of Indonesian Heritage Tea to honor and continue this rich legacy.
Takokak has a unique daily tradition centered around drinking tea, known as “nyaneut.” This term comes from the Sundanese word “nyandeutkeun,” which means to connect or draw closer. This habit is practiced by the tea farmers in Takokak, who gather to enjoy tea and discuss topics such as agriculture, plantations, and life in general. This tradition serves as our inspiration for designing their brand identity and packaging.
We design the brand identity and packaging featuring illustrations of several characters dressed in traditional Sundanese clothing to represent the concept of heritage. The illustrations adopt a poster style with a bright combination of colors, adding a modern touch. While many tea products on the market feature conventional designs, we aim for our product design to stand out and capture the attention of a younger target market.
After exploring various design options, we incorporated the “nyaneut” tradition into the illustrations, showcasing the characters as they smell and enjoy their tea. The characters are positioned on the front and back panels, facing each other, symbolizing that tea can be enjoyed both alone and together. Furthermore, when displayed on supermarket shelves, each package appears intentionally connected to the others.
