A radiance of geprek energy in Amsterdam.
The word PAS in Bahasa Indonesia is roughly translated as “just right”.
It is a non-formal way of expressing something that fits your preference or happens with the timing.
Similarly, the word PAS in Dutch is roughly translated as “just recently.” It is a non-formal way of expressing something that happened just recently in the past.
visual identity
Industry: Food & beverage - amsterdam / jogjakarta
Year: 2024
Team: Bima saprilla, jasmine kane, k
Collaborator: ika petra.
How to make Indo-Food Community Casual Dining an interesting experience to learn about Indonesian cuisine?
The Tale of Kue Lapis
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There was a time when the village of Lapis was in the southeastern part of the Nusan Archipelago. The people and nature live in harmony, their tribe consists of people who were born with different traits and shapes. Say, there was a creature that was very sweet and tender, and there was human who was quite sour but yet honest.
They live side by side despites their difference over shape and form.
Then, an arrogant kingdom of Amara strikes suddenly by whispering hate and deception to the peaceful village. So the kingdom can take over the minds of the people first and let them fight over their differences to become something that does not fit in this world. Then the war happened; the people didn't trust each other anymore over something that trivial.
The people and creatures now divided into colors.
But the supreme deity didn't stand silently for this. They send an envoy as a living being to the people and have them unite through compassion and understanding. That the enemy is not in themselves but in the kingdom of Amara, which is governed by corrupt kings and ministers. The envoy's name is Ani. She's a baker, and she's sending love through food.
The food that she made is a Kue, a simple snack that can relieve the hate in the people.
This story is speculative; please don't judge us by your super-knowing stuff about culture. We just love them and this is our interpretation, yes?
We're having fun creating the logotype.
Expressing the playfulness of the kitchen life, passion, and a scene.
Think about a child.
Where she's just playing around with manik-manik and masak-masakan. It's kind of strange when we approach design with this style.
But hey! We did that anyway.
We love food, and we love to play, so here's the result of our sketches to get through the design that is often too serious in adult life. Huh?
Projek AGNI (Kreasi Arta Dharma Ltd.) is an Indonesian-based boutique branding agency and strategic consultancy. We work locally and globally.
Just reach us anytime, anywhere. 0.7893° S, 113.9213° E - Ideology / Design / Culture.