Brand Strategy for Premium Sambal Brand from Indonesia

Project Type: Brand Strategy, Social Media Campaign (2020)
Founder + Creative: Jefta Mikola
Brand Designer/Art Direction: Yonathan Yanuar

As a personal project that began during the pandemic, my partner and I initiated a homemade Sambal brand based on our interest in Indonesian cuisine and culture. An acronym from “Sambel + Archipelago,” we believe the various sambal variants and its spices’ stories dispersed across Indonesia’s islands must be promoted and preserved.

Sambelpelago’s vision is to market the various types of Indonesia’s sambal from across the nation. Less than a year after its launch, the brand won the nomination of the “Top 100 UKM Award” by @KemenkopUKM (Ministry of cooperatives and SMEs) and was chosen to be one of the SMEs brands in IM3’s Ooreedo SMEs creative program.

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