Given the wide range of food essential brands already established in Indonesia, WKB was challenged to develop a comprehensive brand for Rosina, the brand that will introduce TBS Food into the market. A key factor in setting Rosina apart from others in the rack or shelf battle is a compelling brand story. Our aim is to create a brand that embodies trust and premium quality that incorporates diverse Indonesian taste and flavours. By doing so, we would create a brand that is not only highly recognizable but also synonymous with excellence and local pride.
We composed a story of “Roso Indonesia”, inspired by Indonesian culture that means Taste of Indonesia. More than taste or flavour, it embodies the value of empathy, care, and passion to deliver tasteful goodness to the nation. A heart-shaped rose blossom serves as the visual representation of the brand’s soul, with its rich red colour and a touch of green to express its natural tastiness. This identity can be simply and seamlessly adapted across various Rosina product lines, ensuring consistency and recognition among customers.