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ABC Indonesia

Client: PT. Kraft Heinz

ABC have been a pioneer and inventor of homestyle chilis in Indonesia for 40 years but the brand had suffered from new wave of challenger brands. The brief is to reawaken the giant by updating the portfolio that will appeal to loyal users and force re-appraisal with lapsed users. 


A new distinctive ‘clover shaped’ brand asset derived from the previous mark is developed to be the unifying element that expresses each range’s proposition through different ingredient / serving suggestion shot.

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Soy Extension.jpg
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