Rebrand
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Rebranding the name behind Indonesia's favourite flavours.
The challenge
As Boga Group expanded its portfolio of dining brands, the corporate identity was far less visible than the outlets it ran. Pepper Lunch, Paradise Dynasty and Bakerzin were household names, but the link back to Boga Group was easy to miss. The brief: close that gap and position Boga Group as a recognised leader in Indonesia's F&B industry.
Our approach
A brand audit mapped how Boga and its restaurants were perceived, exposing the visibility gap and a way to reposition Boga as more than the sum of its brands. At the heart of the rebrand is a new logo, a heart-shaped 'B', for Boga, made with love, pairing the warmth of hospitality with the strength of a corporate mark. A full visual system carries it across print, packaging, environment and digital, and a brand video gives the new identity a voice.
The outcome
A corporate identity as memorable as the restaurants it stands behind, 'Home of Taste, Made with Love', unified across every touchpoint, from a debossed mark to office signage, and brought to life on screen.
Home of Taste, Made with Love
A heart, hidden in a B
The mark resolves a 'B', a 'G' and a heart into one symbol, Boga, made with love. A construction grid keeps it precise; three colourways keep it flexible across every surface.
Made with love, everywhere
The system stretches from a flatlay of stationery to a loading-dock of cartons and a wall of office signage, warmth and consistency, at corporate scale.
