ALL PROJECTS / LAWE

Empowering a Community Social Enterprise That Weaves Dreams: Lawe

Consumer Goods & Services
Non-Profit

Position Lawe to be highly relational by enhancing and emphasizing the emotional components of its brand, people, and services.

SOLUTIONS WE PROVIDED

The brand provides thoughtful touches throughout its various touch points with the spirit that Lawe would provide to empower women. We recommend Lawe to create a nurturing and inclusive environment that celebrates the strength and resilience of Indonesian women, inspiring their target audiences to embark on a profound journey of discovery and appreciation for traditional weaving as an empowering expression of their cultural identity. In doing so, Lawe invites individuals not only to witness the exceptional craftsmanship by Indonesian women but also to embrace the empowering stories woven into each product. Through this immersive experience, Lawe Indonesia empowers individuals to channel their admiration and love for the heritage they represent into meaningful purchases that honor and celebrate the women who have woven dreams into reality.

THE CREATIVE CHALLENGE

awe, as a community-driven social enterprise, faced the challenge of expanding its market reach while staying true to its core values of empowering local artisans, especially women, and promoting traditional handwoven textiles from Indonesia. Their existing brand identity and communication did not effectively convey their mission or resonate with a global audience, limiting their growth and visibility outside local communities. Additionally, the brand’s messaging needed to emphasize both the social impact of their products and the unique craftsmanship involved, which was being overshadowed by the more commercial aspects of the textile industry.

The challenge was to reposition Lawe as not just a local textile producer, but a social enterprise with a compelling story of female empowerment and heritage preservation. This involved crafting a brand narrative that could highlight their mission to uplift communities while ensuring that their products appeal to modern consumers. The challenge also included enhancing their visual identity and digital presence, especially through their website and social media, to increase engagement and sales both domestically and internationally.

THE SOLUTION

We refreshed Lawe’s brand positioning to highlight their commitment to empowering women and preserving traditional Indonesian weaving, creating a compelling narrative that connects with modern consumers.
A refined visual identity was implemented, ensuring the logo, color palette, and design elements aligned with their artisanal roots while appealing to a global audience.
Their website and social media were revamped to improve user experience, enhance engagement, and clearly communicate their mission, optimizing the brand for both local and international reach.
Product and packaging designs were also enhanced to be environmentally friendly and visually appealing, reinforcing Lawe’s sustainability message and craftsmanship quality.

BRAND POSITIONING

We positioned Lawe as a community-driven social enterprise that embodies both cultural preservation and social empowerment. Through the revitalization of traditional Indonesian handweaving, Lawe not only transforms this rich cultural heritage into contemporary, functional products but also creates lasting social impact. By equipping Indonesian women with essential skills, tools, and opportunities, Lawe empowers them to enhance their livelihoods, pursue economic independence, and express their artistic talents. The brand connects tradition with innovation, ensuring that the art of handweaving endures while enriching the lives of artisans and their communities. This purposeful fusion of cultural conservation and social progress defines Lawe's role as a champion for both heritage and humanity.

BRAND IDENTITY

The core of our visual identity is the threads, symbolizing the essence of weaving dreams. Lines are inspired by the gesture of embracing, intertwining, and connect as the foundation of Lawe’s mission to empowering Indonesian woman. The intertwining lines not only symbolize the craft of handweaving but also convey the interconnectedness of the community of Indonesian women who are empowered through this social enterprise. These visual elements serve as a bridge between tradition and modernity, preserving the richness of Indonesian culture while positioning Lawe as a forward-thinking brand that leverages craft for socio-economic empowerment.

BRAND TOUCHPOINTS

We ensured Lawe’s branding seamlessly extended across all customer-facing platforms. The key touchpoints include their website, social media, packaging, and physical retail presence, all of which were designed to align with their community-driven values and showcase their sustainable practices. Through these touchpoints, we communicated Lawe’s mission of empowering women and promoting traditional Indonesian craftsmanship, creating a cohesive brand experience that resonates with both local and international audiences.

BRAND ROLLOUT

We developed a detailed brand manual for Lawe to facilitate a smooth and cohesive brand rollout across all touchpoints. The manual provides clear guidelines on logo usage, typography, color schemes, and tone of voice, ensuring that Lawe’s identity is consistently represented, both online and offline. It also serves as a reference for marketing teams, designers, and partners, empowering them to accurately apply Lawe’s brand identity in all communications. This cohesive approach strengthens Lawe’s presence in the market, fostering greater brand recognition and trust among their audience, while also supporting their expansion into international markets by creating a unified and professional brand experience.