The New Milk Candy Brand: Station Susu

The Orang Tua Group is synonymous with quality and boasts many well know products.  Within its walls, the Candy Division is responsible for the sweets & candies we know and love. One of these is STATION RASA, a sub brand of soft candies of varying kinds, and a big hit with children and adults of all ages. The management in a constant quest to keep their substantial market share decided a facelift was in order.  Again Bedrock Brand Consultants – Jakarta Office rose to the challenge and put their heads together.

The New Milk Candy Packaging

The first step…’brainstorming’. The team met to informally discuss the project at hand, the problems, the competitors, the target market, the perceived positioning, the solution. This product would be sold at not only supermarkets and retail outlets as pillow packs, but would also be sold in individual ‘strips’ and ‘hangers’. The later packaging enabling Station SuSu to penetrate the traditional market ‘warung’.  Coming in 3 flavours: COKLAT, SRAWBERI and MILK, the design had to stand out in an already saturated market place. As the target audience is predominately young kids, a colourful, unique, fun approach was agreed by all. Confidence in the product was such that the client also asked that we look at changing the sub brand from STATION RASA to STATION SUSU as part of a long term re-structuring of the STATION brand. The criteria defined, the brief now set, the creative team could start the physical design process.
After a range of submitted design directions and options, the preferred solution was a very minimalistic, almost childlike design. (show).  Using hand-drawn cartoon figures in a childlike style, young kids could identify with these characters and the older teens would think them ‘cool. The various characters and poses maintain interest and make them almost collectable. Set against rich, bright colours reflecting the flavours these packs are unique and have a immediate visibility in any retail environment.   Tribute to Bedrock that the client liked the concept so much they ‘patented’ the characters.

Kwan Harsono Susilo, CEO of Bedrock Asia, is a keynote speaker and practitioner with 15 years’ experience in brand management and consultancy, in the U.S. and Indonesia. He can be contacted at inquiryasia@bedrockbrands.com

Package Design for The New Families of Formula Toothbrush

The New Formula Confident & Protector Toothbrush

Have you seen the New Formula Protector & Confident toothbrush hanger format package in modern markets across Indonesia lately? Formula Toothbrush indeed is taking a bolder step to capture customer’s attention through its new sub-brands.

Formula brand, by Orang Tua Group,  is always portraying upbeat, straightforwardness and confident teenagers. Bedrock Asia team identified an unmet opportunity for teenagers who wanted a superior toothbrush experience without too many messages on the package.

Bedrock Asia designed a “straightforward” flexible packaging with simplified graphic messages to increase the brand visibility of the “Formula” identity, and with an overall premium translucent look and feel, the design enhanced the superior of the rib’s ergonomic and style.

Now both are available in all major supermarkets across Indonesia!

New Formula Toothbrush in hanger

 

 

 

 

 

 

 

 

 

Kwan Harsono Susilo, CEO of Bedrock Asia, is a keynote speaker and practitioner with 15 years’ experience in brand management and consultancy, in the U.S. and Indonesia. He can be contacted at inquiry@bedrockasia.com

http://www.bedrockbrands.com