Bakso Cihampelas :Rebirthing Heritage Food Brands for Modern Family Demographics

Strategic Corporate Renaming to Drive Product Portfolio Diversification

Balancing Homemade Authenticity with Modern Retail Packaging Systems

We led the comprehensive brand rebirth, corporate renaming, and visual identity redesign for Cihampelas, a celebrated heritage food brand. To ensure the historic business remains deeply relevant to younger, modern audiences, we focused on strengthening its authentic heritage story while evolving its visual assets to compete in the contemporary retail landscape.

The core of our brand strategy involved a critical naming migration: transitioning Bakso Cihampelas into the streamlined corporate name Cihampelas. This calculated name change successfully removes category limitations, allowing the brand to diversify seamlessly beyond its famous meatballs into an expansive range of premium meat and processed food products. To support this growth, we delivered a fresh, scalable packaging system and a striking new visual identity. The creative design masterfully preserves a warm, trustworthy "homemade impression" while providing the clean, premium aesthetic required to attract next-generation consumers.

• Strategic Corporate Renaming: Dropping product-specific tags to unlock unrestricted multi-category food diversification.

• Heritage Brand Rebirth: Modernizing historic visual asset libraries to drive high recall among younger demographic targets.

• Modern Packaging System: Engineering cohesive, shelf-dominant label and pouch designs that protect the brand's authentic, homemade essence.