CLIENT
Matahari
PROJECT
Raising the bar for Private Label brands
DISCIPLINE
Brand Analysis, Visual Planning, Brand Identity, Visual System
Matahari, a household name in Indonesian retail, offers a diverse range of private label brands across fashion, beauty, and home essentials. Recognizing the need for a modern and market-relevant approach to restage their fashion brands for growth in the Indonesian market, we worked with Matahari’s brand and marketing team to refresh the brand identity of 3 private label brands – connexion, Little M, and Nevada – and crafted the brand identity for a new private label, Zes.
Each private label brand targeted a specific audience segment of Indonesia, providing stylish, accessible options for modern young men and women, casual fashion for teens, and cute and comfortable clothes for kids. As such, each brand identity had to resonate with the specific target audience segment and their evolving consumer preferences, and on a brand application level, had to be easily adaptable across various platforms – signage, clothing tags, digital platforms, and marketing collateral.
After conducting a comprehensive audit of the 3 existing private labels, we took a look at benchmark and competitor brands to identify areas of opportunity and ownable design spaces for each label.
Each brand identity was crafted with their target audience segment in mind. connexion is for the woman who prefers to dress in more classic, timeless styles. Noting these characteristics, we designed a wordmark with a clean and elegant typeface and customised the ‘x’ for a distinct and recognizable element. The colour palette of black, soft blush pink and white echoes the elegance of the wordmark.
Little M is Matahari’s offering of fun, fashionable and quality kidswear for young children. We wanted to retain the cheerful, organic style of the original logo but give it a modern update, so we paired the thick, rounded typeface with a cloud on the “i” for a cute, childlike touch, and picked an earthy yet vibrant gender-neutral colour palette for the logo.
The Nevada customer includes teens and young adults that prefer more urban and casual styles, seeking clothing that is versatile, functional and perfect for everyday. To match, the wordmark was given a refresh with a customised ‘N’ that gave the wordmark a bolder energy and the brand name in title case for a younger and friendlier look. The men’s and women’s lines each had their own colour palettes previously, but with a directive to consolidate both lines into one, we introduced a new colour palette of orange, mid-tone green, cream and brown that is gender-neutral, youthful and contemporary.
One of Matahari’s new private labels, Zes caters to the trend-conscious and fashion-forward young adults, so we chose a typeface that was simple yet bold, rendered in a minimalist black and white colour palette.
The brand identity refresh programme successfully repositioned connexion, Little M and Nevada as contemporary and relevant, and positioned Zes as a brand for stylish and aspirational young adults. This strategic design transformation reinforced brand loyalty and strengthened Matahari’s competitive edge in Indonesia’s dynamic retail landscape.
