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.
![](https://freight.cargo.site/t/original/i/ad29ef7fc37cc9dd2a871eb2e57a9de9221ddc42ad1f8624f3271b8d1141c10f/Facebook-cover---49.jpg)
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.
![Bakmi Orpa apron for servers as a 'uniform'](https://freight.cargo.site/t/original/i/4c62b5960999b49047a6abc828ad0381d5da99e70707e418b43bcfe15c2c52aa/IMG_3333-copy.jpg)
![Bakmi Orpa Brand Book](https://freight.cargo.site/t/original/i/565ce44d3f2f38f94eb977bdb1a1dfafb8b563e0eb38d59b54cbcb117a0ff4ce/ezgif.com-gif-maker-8.gif)
![Logo Design](https://freight.cargo.site/t/original/i/3a10428500eda7c0958e95248c4c0b6bed06d5b1ca7d4c1643732c1b69ab1cfa/Artboard-9.png)
![Logo Design (alt.)](https://freight.cargo.site/t/original/i/60e84f0ee0255d646b5acd8d5c120a13c224b81f34f19a7b5717f6f1c3a060a5/Artboard-1.png)
![Apron Experiments](https://freight.cargo.site/t/original/i/b544d16e9ae3de7cee607d0f9f745825b51da25bebb500499caf894188606a76/IMG_3341.jpg)
![Me using the Apron :)](https://freight.cargo.site/t/original/i/b7d2a119d9e13355a407924644e3b6b212cf040bd0fad930c60c479c6711da24/IMG_3453.jpg)
![Social Media](https://freight.cargo.site/t/original/i/d679cd0fff9f6cb575eb5a665a58c9595b7974fd31ada8b6d19a68a50aef450b/MOCKUP-INSTA-BAKMI-ORPA-copy-2.jpg)
![Takeaway Packaging Design](https://freight.cargo.site/t/original/i/3b24c9659baf23b93773537c0be7064d847c03f94f371bc979e9a8c49064924d/IMG_3402.jpg)