Group Project • Client Project • Creative Director, Logo & Graphic Designer
Background
FUSIA is strongly recognized in Surabaya as a specialist in nasi timbel, resulting in high brand recall when consumers are specifically searching for that dish. However, the brand has not yet established itself as a top-of-mind choice for family events or gatherings, particularly among millennial women with families as the primary target audience for this campaign. The existing tagline, “Rajanya Nasi Timbel,” reinforces a brand image that feels too narrow and niche, limiting its broader appeal as a welcoming, versatile dining destination for shared moments and family-oriented experiences.
Problem
Currently FUSIA is still known as a nasi timbel specialist restaurant, so the dining experience often stops only on the menu and has not been able to build an emotional bond with customers. In the midst of customers’ needs for a warm space to gather, share stories, and create meaningful memories, FUSIA needs an activation that can turn every visit into a warm story, shifting FUSIA’s positioning from just a product and taste, to a relationship and family warmth.
Solution
FUSIA wants to reposition again as an “Indonesian Restaurant” that is suitable for families in line with its vision to “Create an Unforgettable Experience that Brings Warmth and Happiness in Every Customer Moment”. For that, it is necessary to apply 3 key messages to do this repositioning:
Family Warmth & Togetherness
Presenting a feeling of nostalgia, warmth, togetherness, and an experience that connects taste with feeling, makes FUSIA part of a memorable family story.
Experience Beyond Dining
Not just eating, but there are interactions and activities that can be done together, making it a moment of quality family time.
Taste with Quality
Each dish is prepared with attention to the quality of taste and the needs of customers from various ages, so that every generation feels cared for.
