Bakmi Orpa
Freelance | Brand Strategy & Identity
— is a noodle restaurant in Jakarta, Indonesia, owned by a Chinese-Indonesian family that serves scrumptious noodles and other Chinese-Indonesian inspired dishes.
Role
Digital Designer
Brand Strategist
Team
Valerie E. Lianggara (myself)
Skills
Visual Brand Identity
Merchandise Design
Packaging
Tools
Adobe Photoshop
Adobe Illustrator
Timeline
January 2020
The Challenge
Create a sustainable visual identity for an uncorporate organisation. This includes: a dynamic brand system including generative tools, and a manual to help our ‘client’ understand the idea behind our visual identity as well helping them know how to apply the brand identity in practical terms.
To create a response to the brief, I decided to look back on my childhood and rediscover uncorporate organisations back in my hometown (Jakarta, Indonesia). Growing up in a third world country, a lot of organisations and small businesses could not afford to establish a brand identity that communicates their message well in a professional manner. I wanted to choose an organisation that is close to my heart, one that my childhood revolved around and made me happy. With that mindset in mind, I thought about Bakmi Orpa, my favorite noodle restaurant as a child.
The Solution
Bakmi Orpa is a noodle restaurant located in Jakarta, Indonesia. The story behind the name of the restuarant is that the restaurant’s location is on Jalan Orpa - translated as Orpa Street. Bakmi - or Bakmie - is translated to ‘noodles’ and is rooted in Chinese cuisine. The restaurant is owned by a Chinese-Indonesian family, with most of their customers being Chinese-Indonesians as well.
Bakmi Orpa does not have a proper logo/visual identity. Through questionnaires, interviews and research, highlighted in the diagram on the right are the issues customers tend to have with Bakmi Orpa. Choosing to create and design a visual identity for Bakmi Orpa, colors from the original ‘logo’ are maintained and only adjusted a bit to better the look, feel and overall experience of the restaurant. Because Bakmi Orpa’s owners are Chinese-Indonesians, Chinese inspired designs are considered and incorporated into the logo by keeping it somewhat monotone and including a type of illustration. The proposed logo design will then be used for all Bakmi Orpa’s future branding projects/ purposes.
