One day, a young foodpreneur came to our team and tell us her dream. She dreamed of bringing Indonesian Food to the world with the very first Indonesian Food-chain Restaurant. Her first idea is to serve a gigantic portion of food that can satisfy two soul or just one very hungry human being with a very big appetite. Within her idea and vision, we are so interested and want to help to achieve her dream.  

The Brand Concept for Loaded actually came from a dance floor experience. A Full Sensory Experience where you can hear the music and the bass flowing into your ears, enjoy the lighting show before your eyes, the smell of the place around you, how you brush with each other while dancing, and the bitter taste of vodka in your mouth. We tried to inject the concept of that feeling into Loaded. We want people to hear that sizzling sound when the meat meets with the fire, see how it cooked, smell that mouth-watering aroma, touch that food, don’t be afraid to get dirty with it and feel the emotions through the food taste and ingredients in your mouth. And that’s how Loaded started.

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Based on the brand concept, we feel the needs to emphasize the warm and friendly feel to its identity. We tried to create an identity that can serve the brand purpose for the full sensory food experience.

We want to create the design that hasn’t lost its human touch. So, the Logo itself is a resemblance of a happy face of eating Loaded.

Because Loaded is colourful with so many ingredients food, we’ve tried to create an Illustration system that emphasizes its food presence throughout every asset. A simple monotone and yet clean design with only the food illustration use the brand colour accent.

All of the hearing sensations that you hear, is represented in a visual poster so you know what you hear and feel it.