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A Feast for the Eyes: Communication Design for Rasa Indonesia

Events & Entertainment
Food & Beverage
Government
Non-Profit

Rasa Indonesia

SOLUTIONS WE PROVIDED

Rasa Indonesia is a visionary initiative developed by the Ministry of Trade of the Republic of Indonesia to celebrate and promote the rich culinary heritage of Indonesia on a global scale. Designed to serve as a comprehensive guide, promotional tool, and informational resource, Rasa Indonesia aims to introduce the world to the vibrant flavors, diverse ingredients, and unique culinary traditions that define Indonesian cuisine. Through this program, the Ministry seeks to make Indonesian food and beverages easily recognizable, accessible, and appreciated by people across the globe. By fostering a deeper understanding of Indonesia’s gastronomic culture, Rasa Indonesia not only highlights the nation’s culinary artistry but also strengthens its presence in the international market, inviting food enthusiasts everywhere to experience the essence of Indonesia through its unforgettable tastes.

THE CREATIVE CHALLENGE

Rasa Indonesia faced the challenge of creating a unified and globally appealing communication touchpoints to showcase the richness and diversity of Indonesian cuisine. Despite Indonesia’s vibrant culinary heritage, the lack of a consistent visual and communication strategy made it difficult to stand out in the competitive global food market. The initiative needed to bridge the gap between traditional flavors and modern international audiences while building trust and recognition. Without a cohesive branding system—from certifications to promotional materials—Rasa Indonesia struggled to convey the emotional and cultural essence of its cuisine, limiting its ability to inspire curiosity and appreciation worldwide. The challenge was to craft a design language that celebrated Indonesia’s culinary artistry while making it accessible and appealing to a global audience.

"Rasa" in Sanskrit which can be interpreted as the emotions that arise from the art that is presented. Rasa is also interpreted literally in various parts of the world as essence, taste, aesthetic flavor which is not easy to describe. Taste of Indonesia is present as a presentation of the richness and diversity of Indonesian cuisine in the global order. This program is to provide certificates and badges to restaurants and retail stores that serve Indonesian food, beverages and food products as an effort to promote Indonesian food products throughout the world.

VISUAL IDENTITY

The visual identity of Rasa Indonesia is anchored by its distinctive logo symbol, which serves as the foundation for all graphic elements, creatively adapted into supergraphics, image containers, and text containers. Vibrant food imagery highlights the rich and diverse flavors of Indonesian cuisine, showcasing fresh ingredients and traditional recipes that tell an authentic story of Indonesia’s culinary heritage. Complementing this, people-centric visuals reflect the warmth and hospitality of Indonesian culture, capturing joyful connections over shared meals. Together, these elements form a cohesive and vibrant visual language that celebrates the essence of Rasa Indonesia—authentic, diverse, and deeply rooted in the spirit of Indonesian culinary artistry.

BRAND TOUCHPOINTS

The key visuals of Rasa Indonesia are thoughtfully applied across all brand touchpoints, ensuring a cohesive and immersive experience that reflects the richness of Indonesian cuisine and culture. From designing the brand guide to creating certificate designs, posters, banners, letterheads, shop decals, and business cards, every element is crafted to bring the brand’s identity to life. The distinctive logo symbol, vibrant food imagery, and warm people-centric visuals are seamlessly integrated into both digital and physical platforms, from social media and websites to restaurant interiors and print materials. Each touchpoint—whether it’s a certificate authenticating Indonesian flavors or a shop decal inviting guests—works harmoniously to communicate the essence of Rasa Indonesia: authentic, vibrant, and deeply rooted in the spirit of Indonesian hospitality.