Client
Straits
Service
Marketing & Branding Strategy
BACKGROUND
South Jakarta was already a fast-moving lifestyle and dining scene, and STRAITS entered with a modern take on kopitiam designed to feel relevant to its constantly evolving food culture.
PROBLEM
How could a new kopitiam feel relevant enough to stand out and become part of South Jakarta’s lifestyle scene?
OUR APPROACH
We built a distinctive visual identity, then amplified it through a product-focused campaign and a strategic mix of nano to macro KOLs.
IDEAS
A Modern Take on Kopitiam
We made STRAITS more relevant to a younger South Jakarta audience through a modern visual identity and a more photo-worthy experience.
From the brand look to product presentation, every touchpoint was designed to feel easy to notice, enjoyable to visit, and natural to share.
KEY RESULTS
2x
Revenue Increase Every Month
in the first 3 months
Within its first six months, STRAITS became a recognized South Jakarta destination, driven by strong awareness from its KOL strategy and rapid early business growth.
It showed that even with a familiar product, a new brand still needs to feel relevant to today’s audience,by making the experience more distinctive, photo-worthy, and worth sharing.
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