the brand
Ramu Saji is a culinary brand dedicated to preserving the authentic flavors of Indonesia through its specialty: Masakan Asap Nusantara (Archipelago Smoked Cuisine). Distinct from typical grilled dishes, Ramu Saji focuses on the art of smoking, infusing rich, aromatic spices into every dish to create a deep, smoky profile that evokes nostalgia. Targeting a broad audience from families to young professionals, it balances the seriousness of traditional cooking methods with a warm, inviting atmosphere, making high-quality Nusantara cuisine accessible for daily enjoyment, whether as a lunch or a shared family meal.
the process
Our objective was to visualize the sensory experience of "Aroma and Fire." The visual identity is anchored by a custom logotype designed with an "Ethnic & Traditional" character, featuring subtle flame and smoke motifs integrated directly into the letterforms to symbolize the core cooking method. To ground the brand in its Indonesian roots, we selected a rich, earth-tone color palette: Sienna (Burnt Orange) representing the heat of the fire, paired with Rifle Green and Apple Cider to evoke fresh spices and natural ingredients. The system extends into a cohesive applications, where the logo serves as a dynamic pattern, creating a look that is culturally rooted yet modern enough for the grab-and-go market.
credits
Client — Ramu Saji
Brand Identity — Circa Creatia
Teams — Nuriana Sekarlintang, Fany Dwi, Adeni Ali, Cita Filda, Rifqy Achmad K.
Year — 2025