Propan: Strategic Brand Identity Renewal for Indonesia’s Top Paint Manufacturer

Driving Market Differentiation Through Dominant Corporate Color Strategy

Connecting Global Manufacturing Standards with Local Consumers

We partnered with Propan, one of Indonesia's largest paint manufacturers, to execute a comprehensive brand identity renewal and long-term brand strategy. To carve out a powerful competitive advantage, we anchored the entire identity to a single, dominant corporate color. This bold visual anchor successfully unified all product packaging, corporate communications, and retail touchpoints across the country.

To launch the reinvigorated brand, we developed an impactful nationwide campaign designed to build a deep, emotional connection with the local population. Built around the unforgettable dual slogan, "Think Paint, Think Propan" and "Cari Cat, Cari Propan," the campaign successfully positioned the manufacturer as the top-of-mind choice for Indonesian consumers.

Key Strategic Milestones:

• Unified Architecture: Designing a streamlined packaging system across diverse product lines.

• Market Differentiation: Securing immediate shelf recognition via a proprietary color strategy.

• Localized Campaigning: Cultivating deep regional resonance with high-recall cultural messaging.