Saff & Co.

The project started with a lighthearted question: "You've already become the second most-purchased local perfume brand in Indonesia—what more could you want?" The reply? "Our logo was made in Microsoft Word using Arial font." "Ah, okay then, let's do it."

Saff&Co has been a market leader among local Indonesian perfume brands since 2020. Their marketing approach, which emphasizes collectiveness and collaboration with artists, perfumers, content creators, and key opinion leaders, has been central to their success. They value relationships and collective efforts toward greatness, as evident in how each of their campaigns empowers local communities. Unbothered by the status quo and unafraid to explore untested ideas, Saff&Co embraces boldness and authenticity.

This is why, in reimagining their identity, we pushed them to redefine the shape and essence of Saff&Co—a form that is bold and authentic, yet effortlessly adaptable to its surroundings.