This rebranding concept for Hardena, a beloved Indonesian "hole-in-the-wall" restaurant, draws inspiration from the comforting feeling of visiting a parent’s home—warm, familiar, and full of love. The brand honors Indonesian cultural heritage through thoughtful design, rich storytelling, and a deeply personal tone that connects with both loyal patrons and new visitors.

​

Design Objective:
To reposition Hardena as not just a place to eat, but a place to feel at home—where every detail reflects the authenticity of Indonesian cuisine and culture. The branding evokes nostalgia and pride, while remaining approachable and modern.

​

Design Approach:
The visual identity is built on earthy tones, hand-drawn textures, and traditional Indonesian patterns, blending cultural authenticity with a contemporary edge. Typography and layout choices echo the handmade, familial nature of the food, while maintaining clarity and usability across platforms.

​

Deliverables:

• Custom-designed menu reflecting cultural motifs and warmth

• Staff uniforms that feel casual yet culturally expressive

• Responsive website showcasing the story, food, and personality of Hardena

• A comprehensive brand book detailing visual guidelines, tone, and inspiration

• Promotional poster and postcard advertisements

• Branded takeout bags that turn every order into a takeaway experience of home