the brand
Malika's is a gluten-free snack brand built on the belief that healthy eating shouldn't come with a compromise. Not on taste, not on accessibility, not on affordability. Positioned for health-conscious consumers across ages (office workers, families, students), Malika's challenges the perception that wholesome snacking is expensive or boring. The brand embodies "Healthy, Delicious, Affordable", a promise that resonates with Indonesia's growing wellness movement. The visual identity mirrors this approachability: vibrant, playful, and full of personality. The color palette reflects natural ingredients and energy, while the typography feels contemporary yet warm, inviting people to enjoy snacking without guilt.
the process
We partnered with Malika's to create a comprehensive brand identity system that transforms a simple product category into an emotional connection. The challenge: make "healthy snacking" feel exciting and accessible to a diverse audience, from office professionals grabbing quick bites to families seeking better options.
We developed a complete visual ecosystem including dedicated colorways for each product line (Eggroll, Kapit, Cheese Stick, and Kapit Rainbow), each with its own personality while maintaining cohesive brand recognition. Our scope extended to a thoughtful typography system with distinct styles for each product, comprehensive packaging dieelines, and application guidelines that bring the brand to life across every touchpoint. From product design to digital applications, every element reinforces Malika's mission: proving that healthy snacking is for everyone.
credits
Client — Malika's
Packaging Design System — Circa Creatia
Teams — Nuriana Sekarlintang, Riza Fauzia, Cita Filda, Riski Kusniyanto
Year — 2024