Puyo Group

Brand Identity Development for Puyo Group

Puyo Group is a collection of F&B brands established by the founders of Puyo Desserts. It has over 100 company-owned stores and has experienced successful expansion over nine years since 2013. After multiple years of experience and proven business models with Puyo and Haka, Puyo is now ready to take the next step and evolve into a corporate form known as Puyo Group Indonesia.

As we develop the graphics, we always keep in mind the contextual message of the Puyo Group brand, which is to deliver happiness in as many forms as possible through our F&B business. It's not just a slogan, but a way of life and the main mindset of the people behind Puyo Group.

With this in mind, we would like to express it in form of shapes;

Imagine the feeling of enthusiasm that a kid have when you gave him a bowl of his favorite soup. The joy, exuberant feeling that leads to a hasty feeling to eat, making his hands shake and spilling the food all over the bowl. Translating this into a concept, we incorporate all those feelings to the initial of the brand. Giving it a unique and recognizable visual identity that reflects the playful yet professional nature of our business. By combining the formal aspects of the F&B industry with the playful nature of food, we hope to convey a sense of fun and excitement in everything we do.

It is essential to have contextual relevance that enhances the messaging, and thus we translated the idea of growing happiness into an illustration set by combining the seemingly opposite formality of business with the playful nature of food. This has allowed us to create hierarchical sets of illustrations that can be used accordingly to further enhance our message.

Every illustration character was created to represent the diversity that Indonesia holds. We used monotone colors in their outfit to represent the formal side of business and combined vibrant colors in food to represent the idea of growing happiness.

To complete the process, we developed a visual system that will be used across the brand's touch-points, such as t-shirts, hats, name cards, ID cards, company magazines, and social media.

Team
Design Firm // Deed (part of Riposte Group)
Art Director // Silvia Isabella
Graphic Designer // Silvia Isabella, Damai Arungsamudra, Radinda Syahira
Illustrator // Caroline Amelia
Brand Strategist // Adrianus Killian
Supporting Designers // Deva Elinda

Photography
Photographer // Refi Fahreza
Stylist // Raphael Marvin
Models // Ananto Setiabudi , Wuezellyn Juviole
Digital Retoucher // Noval Piliang

Brand Video
Animation Studio // Arkala Studio
Art Director // Yulio Darmawan
Project Manager // Ervan Solihin
Lead Animator // Dennis Reynaldo
Animator // Antonius Ferdinand
Voice Over // Maria Nonita