Prima Rasa

Elegance Made Warming

Brand Identity & Communication For Prima Rasa


Brand Strategy

Collaterals Design


Outdated identity with low awareness of in-store visual packaging.


Prima Rasa has been the leader of patisserie retail and one of the local and international tourism destination in Bandung City since 1986. They were struggling to distinguish their products from competitors which are displayed on the same space.

We modified the old logo to represent a more minimalistic identity without losing the classic accents they’ve been carrying around for more than 25 years.

The new packaging system made a huge difference for the consumers’ experience who are visiting the store, which boosts brand awareness among all the competitors within one space.

Art Director: Andros Oeij Teng

Graphic Designer: Jessica Lionel, Richelle Virgiani

Project Manager: Whitney Lionel

Year: 2020

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