There is a reason why trends exist, whether it is fashion, music, sports, or any aspect of our popular culture. Through the years, certain trends stand out from the rest, redefining what it’s like to live in those times. Certain visual and other sensory cues trigger nostalgia for the “good old days” that no longer exist.
And brands have created their identities based on them. While some have decided to stay consistent by sticking to their identity from the very beginning, some have seen changes to their visual identities through the years and decades. Some iconic brands saw logo redesigns and complete rebranding.
Many of Indonesia’s oldest brands are iconic for a reason as they have weathered the changing times, evolving demographics, and the emergence of new technologies, all while maintaining a strong presence in the market.
Here is a deep dive into their fascinating stories.
Indonesia has a rich artistic heritage owing to its diverse cultural landscape of 270 million people in over 17,000 islands. Whether you’re in Jakarta, Bandung, Surabaya, Palembang, Medan, or the hinterlands of Kalimantan and West Papua, people have their way of expressing themselves. These cultural dynamics have influenced how the oldest brands have developed their identity to suit the tastes, preferences, and lifestyles of the people they serve.
As the Dutch East Indies, Indonesia was ruled under a cultivation system (“cultuurstelsel”) wherein most of its agricultural output was converted into export crops for the Dutch. That means exploitative labor was used to keep the plantations and factories running to keep global demand. Many of the oldest companies in Indonesia were Dutch-owned and were later nationalized after the country gained independence.
The foundation of Indonesian graphic design was laid during colonial times when Dutch missionaries brought printing technology to the archipelago to produce bibles and newspapers. This period saw the emergence of a unique blend of Dutch design aesthetics and local cultural elements. You see a lot of these visual cues and design elements wherever you go throughout the country whether it’s the typical Art Deco typefaces of the old train stations, vintage posters and prints you see in many museums, or the classic packaging from traditionally hand-rolled kretek.
During World War II, the Japanese transformed local graphic design as a propaganda tool. Many designers and illustrators have merged Japanese artistic styles with Indonesian themes while also integrating propaganda techniques. Post-independence, the 1970s witnessed a pivotal moment in the search for a national graphic design identity. Many artists and graphic designers have adopted a nationalistic style that resonated with the country's cultural heritage and aspirations.
A truly “Indonesian” design identity in brands was born out of a mixture of different local and foreign elements - design motifs and flourishes, design philosophies, and political and nationalistic ideologies.
One of the most vivid examples of how graphic design has influenced brand identities in Indonesia is seen in Javanese tea packaging. Brands like Teh Cap Nyapu, Teh Tjap Gardoe, and Teh Poci, which emerged between 1920 and 1950, are prime illustrations of this evolution. Initially, these tea brands were influenced by Dutch and Chinese visual aesthetics, reflecting the colonial history and the involvement of ethnic Chinese merchants in the tea trade.
According to Dutch visual artist Mella Jaarsma, tea packaging designs from this era often incorporated a mix of cultural elements—European tea cups, traditional Indonesian attire, and Chinese lucky colors. These designs were not merely decorative but served as a visual narrative of the socio-political landscape of the time.
Decolonization efforts were underway after Japan’s surrender at the end of World War II. Many countries have started shedding vestiges of their colonial masters. Yet, Indonesia has to fight another war to prevent the Dutch from regaining their colony. By the time independence was secured, graphic design philosophy began to adhere to a more nationalist tone. Many designs began to reflect more localized cultural elements. Designs incorporated traditional Indonesian motifs such as batik patterns and wayang figures, symbolizing a shift towards national pride and cultural identity.
Visual identities of Indonesian brands evolved as popular brands from certain localities have grown in stature to become national brands. While some have retained their classic identities, there are forward-thinking brands that have embraced change and eventually, globalization.
“Why fix it when it ain’t broke?”
We know that, and some brands just continued with their visual identity as they were decades ago. If they did make any changes, it's just the minor ones that you hardly recognize at all. These have become cultural icons, embodying a sense of history and tradition that newer and flashier brands can never replicate.
Indomie
Indonesia's iconic instant noodle brand has made only subtle changes to its packaging design over the years. The brand's colorful and illustrative packaging, which features a steaming bowl of noodles, has become a staple in every household. By maintaining its recognizable design elements, Indomie continues to evoke a sense of comfort and familiarity.
Teh Botol Sosro
The iconic glass bottle and distinctive red-and-white label have become synonymous with the brand, embodying a sense of nostalgia and tradition, even though plastic bottles and aluminum cans were later used. Despite minor updates over the years to improve functionality and appeal, the core elements of Teh Botol Sosro's design have remained consistent, preserving its classic appeal.
Cap Orang Tua
It is a well-known brand, particularly for its alcoholic beverages and health tonics. The brand's logo features an old man with a staff, a design that has been largely unchanged since the brand was established. This consistent visual identity has helped Cap Orang Tua remain a trusted and recognizable name across generations.
Gudang Garam
This leading Indonesian cigarette brand has also retained much of its original branding. The design features a traditional Indonesian warehouse (gudang) on its packaging, which has been a part of its identity since the brand's founding in 1958. This imagery resonates strongly with Indonesian consumers, evoking a sense of heritage and reliability.
“The only constant in life is change.”
No matter how successful a brand is, there comes a time when there is a need to shake things up and go against the flow. If you ever go back in time 50 years ago, you will be surprised to see some of today’s household brands probably looked different back then.
BNI (Bank Negara Indonesia)
As one of Indonesia's oldest and largest banks, BNI has seen substantial changes in its brand identity. Established in 1946, the bank has modernized its logo and visual elements multiple times to reflect its growth and modernization. The most recent rebranding in 2020 introduced a sleek and contemporary logo, emphasizing a dynamic and forward-looking approach while maintaining its recognizable blue and orange color scheme.
Garuda Indonesia
As Indonesia's national airline, it has gone through several rebranding phases. From its early days with a traditional bird logo to the more modern and stylized emblem introduced in the 2000s, the airline has continuously updated its brand to align with international standards and appeal to a global audience. The latest rebranding features a more refined and elegant Garuda bird symbol, representing grace and a commitment to quality service.
Pertamina
The state-owned oil and gas company has also evolved its brand identity significantly. Since its establishment in 1957, Pertamina has updated its logo and branding several times to reflect its expansion and modernization. The most recent change introduced a more streamlined and contemporary logo, symbolizing innovation and a commitment to sustainable energy solutions.
Sampoerna
This leading tobacco brand has also evolved its visual identity over the years. While the company has retained its traditional and cultural roots in some aspects, it has modernized its packaging and logo design to appeal to younger consumers. The rebranding efforts have included cleaner and more sophisticated designs, balancing heritage with contemporary aesthetics.
Indonesia's oldest and most iconic brands offer invaluable lessons for today's emerging brands. They offer a roadmap for navigating the complexities of brand evolution. We apply these timeless lessons to help our clients build stronger, enduring visual identities that resonate deeply with their audiences.
The inner workings of how brand identity has evolved can be best understood in how they overcame challenges and embraced opportunities throughout their existence. Take this video for example.
It’s fascinating to know that brand identities used to have a magnificent art style at the turn of the century and then simplified it when massive industrialization transformed how goods and services are provided. By the time we reached the digital age, many had updated their logos with added depth and gradient. And yet, we have started to devolve once again as the top global brands have started the process of “debranding.”
But what about Indonesian brands?
Many big startups followed the modern trends while the traditional ones clung to their heritage. In this case, we can condense this unique dynamic into six key lessons:
1. Embrace Evolution
While it is crucial to adapt and evolve, completely overhauling a brand can alienate loyal customers. If you’re going to change something in your brand identity, make gradual updates without losing its essence. This ensures continuity and loyalty while attracting new customers.
2. Leverage Nostalgia
Nostalgia is a powerful tool in branding. Many Indonesian brands have successfully harnessed the emotional connection their customers have with their heritage. Use nostalgic elements strategically in your branding to create an emotional bond with your audience. This can be through retro packaging, traditional imagery, or historical motifs that remind customers of the brand's legacy.
3. Stay Culturally Relevant
Indonesian brands have adeptly incorporated cultural elements into their identities. This approach not only honors their heritage but also resonates deeply with their target market. Authentic cultural representation can enhance brand loyalty and differentiate you from competitors.
4. Maintain Brand Consistency
Consistency in branding helps in building a strong brand recall. Some brands have maintained their color schemes and core design elements even as they modernize their logos and visual identities. This consistency helps in reinforcing brand recognition over time.
5. Reflect Socio-Economic Changes
There are brands with visual identities that reflect the socio-economic context of the times. Understanding and integrating these important contemporary values, societal shifts, or economic conditions can make a brand more relevant and relatable.
6. Tell a Good Story
Build a strong brand narrative by connecting deeply with your rich culture and heritage. Up-and-coming brands should focus on creating a compelling visual identity that aligns with their mission and values.
Indonesia's oldest brands teach us invaluable lessons in balancing tradition with innovation, leveraging nostalgia, and understanding the importance of consistent yet adaptable brand identities. By adopting these lessons, up-and-coming brands can achieve long-term growth and success.
At Swarna, we understand that delicate balance.
With our expertise in brand development and design, we help businesses evolve their brand identity while staying true to their roots.
Our tailored approach ensures your brand remains relevant and ready for long-term growth and success.
Let's guide your brand's journey through the changing times!
At Swarna, we'll help your brand fly high so your reach shines brighter like the stars!
We don't just break limits, we redefine them.
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