Pronas : Modernizing a 70-Year Heritage Brand for Next-Generation Consumers

Balancing Brand Equity with Strategic Packaging Rejuvenation

Driving Youth Relevance Through a Unified Corporate Identity

After 70 years of serving Indonesian households with trusted, high-quality canned meat and food products, Pronas partnered with us to unveil a bold, fresh new look. The objective was clear: transform a historic heritage asset into a modern powerhouse capable of engaging younger, fast-paced consumer demographics without alienating generations of loyal customers.

Our strategic approach centered on a comprehensive brand identity and packaging modernization. To preserve decades of hard-earned brand equity, we anchored the entire design system around the company's signature, dominant red corporate color. This unified visual framework bridges the gap between old and new, ensuring instant shelf recognition while delivering the contemporary aesthetic modern shoppers demand.

Strategic Execution Highlights:

• Demographic Repositioning: Adapting visual language to appeal directly to millennial and Gen-Z consumers.

• Unified Visual Architecture: Grouping diverse product lines under a cohesive, high-impact red color block strategy.

• Modern Packaging Design: Rejuvenating label graphics to communicate premium quality and nutritional trust instantly.