CON C E P T B OO K
B R ANDI N G OV ERVIE W
C O N T E N T S
PAC KAG I N G CON CEPT
CONCEPT BOOK MANGAN | 03
BRAND A N A LYS I S
Mangan is a original brand from Indonesia that focused on producting rice with a good quality. As we know, Indonesia is agriculture countru. Agriculture in Indonesia is one of the key sectors of Indonesian economy and people in Indonesia consume rice everyday. Walk with that topic, Mangan try to give the best quality of rice and want people to have a good quality for feed. Mangan have good reputation in Indonesia as their focus for give a good quality shown from their actions like, how they product the rice, how they promote the brand and pack the product using a simple design.
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PRODUCT A N A LY S I S
The main product of Mangan is rice. In Indonesia there are many types of rice and for now Mangan focus on Pandan Wangi. The rice called Pandan Wangi because the aroma of the rice is screwpine, which is commonly known as pandan leaves. The rice most be produce in Cisalak, Cibeber, Cianjur, West Java.
SEGMEN TATION A N A LYS I S Age
: 25-35
Social Class
: B-A
Gender
: Female & Male
Pshycography : Love to eat rice with good quality Love to consume product of Indonesia Geography
: Big city in Indonesia
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BRAND CONCEPT
Mangan is from Java Language that means eating. The logo of this brand only build by logotype to make it simple and people will easily remember the name of the brand as we make it as a logo. Not only the text Mangan that include in the logo, there is a illustration of the rice plant. The illustration show the rice plant that ready to harvest as that is what people have to eat. The color of the logo type is brown with yellow to reflect the color of the rice plant and the skin of the rice if it is ready to be harvest. The logotype have line elbow line on the edge to make it more simple and obvious.
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PAC K AG I N G CO N C E P T
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OVERALL CONCEPT As we know, Indonesia is an algicultural country which is the main earning come from farming especially rice. Not only that, people in Indonesia eating rice everyday for their side dish. In Indonesia we know that packaging of rice not really interesting only a big bag. So, here I want to change the usually look the rice packaging to become more intersting with a simple and Indonesian way to make it more valuable and uniqe. From Kamus Besar Bahasa Indonesia, challenge means “tantangan” and have a meaning that to improve ability for facing the problem, stimulation to work harder. So, in the other hand challenge is how the problem makes us to work harder. Come from that topic I want to relate that meaning with how the farmer work. Farmer in Indonesia always work from the early morning and they usually bring food from home so that they can eat when they take a rest. The food will gave the farmer some enegy and it is makes the farmer can work harder for farming and harvesting. The uniqe way of farmer bring food is on their container, it called “rantang”. As we know Rantang (hamper) have 2-4 box stacked together consider of the user need. So, in here i adopt the concept of rantang to pack the rice in simple and uniqe way to make itu more interesting and user friendly for young person also for old people who miss their old days or memory of village atmosphere.
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BRAIN STORMING
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MOOD BOARD
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COLOR CONCEPT R = 249
C = 3%
G = 211
M = 14%
B = 42
Y = 92%
#f9d32a
K = 0%
R = 255
C = 0%
G = 237
M = 2%
B=0
Y = 96%
#ffed00
K = 0%
R = 255
C = 0%
G = 255
M = 0%
B = 255
Y = 0%
#ffffff
K = 0%
The packaging here consist of 3 dominan colours. The colours are bright to make it eye catching and also represent the concept of the packaging. The yellow colour represent the colour of rice plant especially the skin of the rice that ready to harvest,. Not only that, the colour we used hopefully can bring a positive vibe for the customer to face the callangeging day with a courage and full of energi like a morning sun. The with colour mostly used in this packaging to make it simple and clean design. The white colour here also represent the colour of the rice inside that we sell, the good quality of rice have a good white colour.
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TYPOGRAPHY CONCEPT
Century Schoolbook ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) , . < > / ? ; : ’ ”- = _ +
Century Gothic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) , . < > / ? ; : ’ ”- = _ +
For the packaging of Mangan, we are using 2 types of font from Century, Century School book adn Century Gothic . Century School book mostly used for the mandatory and description for balance the logo. This font have a characteristic of elegant and easy going. Century Gothic we use only for show what type of rice that Mangan’s packaging and we use the upercase only. The charcteristic of this font is light and clear to make the design look simple and clean.
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IMAGERY CONCEPT
On the back of Mangan’s packaging there is some vector illustration. That is an icon for visualize how to cook the rice. We are using vector to make it more simple and esier for customer to undestand. The vector represent a cup of rice, a cup of water and also rice cooker.
If we look on inside of the packging there is a plate and we put the watercolour illustration of dish that Indonesian people usually eat. As we know “Rantang” will fill with dish to eat so that is why we put the illustration of fried fish and also tahu tempe in hope it can make customer reminds again about the used of Rantang.
F I N AL PAC K AG I N G
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F RON T
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BAC K
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S I D E
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D E TA I L
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D E TA I L
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D E TA IL
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D E TA I L
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F U LL
PAC KAG E
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F U LL
PAC KAG E
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F U LL
PAC KAG E
RU S T I A N I
T H A N D R A
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