Garuda Food: From Warung to the World , Rebranding Indonesia's Largest Snack Portfolio

Brand strategy and packaging design across Garuda, Gery, Chocolatos, and Clevo for modern trade and global export.

Garuda Food had built one of Indonesia's most recognised snack portfolios on the back of the warung channel. That strength had become a ceiling. The brand's equity was real but narrow, most Indonesians associated Garuda with peanuts, full stop. The Gery, Chocolatos, and Clevo sub-brands each carried their own visual logic, but nothing unified them as a portfolio capable of commanding modern trade shelf space or travelling internationally.

The ambition was clear: move upmarket without abandoning the mass consumer base, attract younger urban buyers who make purchasing decisions on lifestyle relevance as much as price, and build packaging robust enough to compete on retail shelves across Southeast Asia, the Middle East, Africa, Europe, and Oceania.

Komunikasia Cato Brand Partners developed the brand strategy and full packaging system across the Garuda Food portfolio. The core challenge was architectural, six product lines with different equities and different consumer relationships needed a unified visual language that let each brand retain its identity while reading as part of a coherent, modern family. Garuda could no longer be the peanut brand. It needed to be Indonesia's snack and drinks company.

The packaging redesign was built to function across modern trade formats in Indonesia and export markets including Vietnam, Malaysia, Thailand, the Philippines, Myanmar, Brunei, West Africa, the Netherlands, the UK, Australia, and the United States. That range demands more than aesthetic refresh, regulatory variations, retail shelf formats, and consumer visual literacy differ significantly across those markets, and the system had to hold across all of them.

The results:

Garuda Food expanded distribution from traditional trade into modern trade channels across Indonesia, gained retail listings in fourteen international markets, and shifted consumer perception from a single-category peanut brand to a multi-category snack and drinks portfolio with genuine relevance to millennial and Gen Z buyers.