CendolKriuk
Cendol Kriuk is an innovative F&B startup offering a unique twist on a classic Indonesian dessert — cendol served with a crispy, crunchy texture. Targeting workers and students, ARCT Studio built the brand from zero: full visual identity, product packaging, launch campaign, and all physical brand touchpoints for their first public launch at GWK Sukabumi on April 1, 2023.
Solving the Complexity.
Cendol Kriuk entered a market filled with traditional cendol vendors. The product itself was genuinely different — but without a strong brand, that differentiation would be invisible. Everything had to communicate novelty, energy, and fun from day one.
Pain Points
- No brand identity or visual system existed.
- Product innovation was not visible through packaging alone.
- Target audience — students and workers — demanded fun, energetic visuals.
- Zero digital presence before launch day.
- No campaign materials ready for launch activation.
Objectives
- Build a distinctive logo communicating fun and crunch energy.
- Design product packaging that stands out at the point of sale.
- Create a full launch campaign — poster, stories, video, motion graphic.
- Develop booth and apron design for physical event presence.
- Establish a consistent visual system across all touchpoints.
Decoding the Audience Psyche.
Traditional cendol vendors across Sukabumi and Java operate with no brand identity — handwritten boards, generic cups, zero visual system. Cendol Kriuk immediately reads as a premium, modern F&B brand by comparison.
Trendy bubble tea and minuman kekinian brands dominate the student and worker segment with bold, youthful branding. Cendol Kriuk enters this territory with a local-cultural twist — familiar yet surprisingly fresh.
Packaged snack and dessert brands targeting Gen Z use loud typography and playful illustration. Cendol Kriuk matches this energy but with a stronger, more ownable logo identity that works across physical and digital formats.
The word "Kriuk" is the brand's biggest asset — it must be heard visually through the logo.
Green as a primary color anchors the brand in freshness and the natural origin of cendol.
A launch campaign is not optional for a new F&B brand — it is the first impression at scale.
Booth and apron design are the most-photographed brand touchpoints at a food event.
Packaging that travels on social media is free advertising — the cup design must be Instagram-worthy.
Crafting the Identity.
Cendol Kriuk was built around "Cara Beda Menikmati Rasa" — a different way to experience flavor. The logo fuses a bold 3D script treatment for "Cendol" with a heavy, grunge-textured wordmark for "KRIUK" — the contrast between soft and hard mirrors the product itself: smooth cendol meets crispy crunch. A lightning bolt splits the "U" in KRIUK, expressing the electric, unexpected energy of the eating experience. The color palette — vibrant green, deep forest green, and dark navy — bridges natural freshness with bold street food attitude. Floating confetti-shaped elements throughout the system represent cendol pieces in playful motion.
The Final Execution.
Logo development focused on making "Kriuk" feel audible, Packaging design applied the full brand system to the plastic cup, Booth design wrapped the trade stand in the full visual system, Apron design was produced in two colorways, The launch campaign covered both feed posts and Instagram Stories
cendol-kriuk
Poster comingsoon cendol kriuk
desain cup cendol kriuk
desain booth cendol kriuk
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Banner cendol kriuk
desain apron cendol kriuk
poster coming soon cendol kriuk square
poster comingsoon cendol kriuk potrait
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Video Promotion Potrait - Cendol Kriuk Coming Soon
Video Promotion Cendol Kriuk - Coming Soon
Logo cendol Kriuk
Photo product + mockup cendol kriuk
The Result.
Cendol Kriuk launched with a complete, professional brand — visually distinct, campaign-ready, and physically present at their first public event.
"We came to ARCT Studio with just a product idea and a name. They gave us a brand. When we set up our booth at GWK, people stopped because of how it looked — not just because of the cendol. The cup design especially got shared a lot on Instagram that night. It felt like we were a real brand from day one."
Ghani
Founder, Cendol Kriuk
Cendol Kriuk was a reminder that a launch is a one-time moment — and it should look like one.
When a brand is born in public, every visual element is doing its first and most important job simultaneously: the cup, the booth, the apron, the poster, the video.
There is no second chance at a first impression.
Getting every touchpoint right before day one is not perfectionism — it is the minimum the product deserves.