“Rangkul teman” is an Indonesian phrase that can be translated to “embrace friends” in English. It conveys the idea of hugging or embracing your friends, both in a physical and metaphorical sense, to show warmth, affection, and support.
Rebranding Rangkul Teman is quite a challenge for me. Despite being a modern cooperative, Rangkul Teman remains deeply connected to Indonesian culture, particularly within the exclusive context of Jakarta. Rangkul Teman promises to support for local small business and contributing to the nation’s economic growth. The clients wanted the logo to embrace the essence of digitalization while also symbolizing Indonesia’s rich multi cultural history.
The name “Rangkul Teman” expresses a friendly and positive expression to strong social bonds. Customers are referred to as “members” or partners, and the brand language is sincere, warm and supportive. The Rangkul Teman identity captures the central ideas of empowerment, humanity, and forward momentum that are the essence of what The Cooperative do for the members.
The geometric logogram showcases a stylized depiction of a traditional Indonesian batik motif, blended with modern elements that symbolize connectivity and technology. In short, it’s a fusion of batik and pixels, representing the evolution of Indonesian financial culture.
The visual identity features a Rangkul Teman pattern, which stems from the Rangkul Teman icon and feature throughout Rangkul Teman’s new visual identity. The color palette represents trustworthiness with a touch of heritage.
Branding
Visual Identity
Print + Stationery
Art Direction
Website Design
