Oldies But Goldies is a Campaign Communication Strategy for a noodle restaurant from Bandung named Mie Bandung Kejaksaan 1964 or better known as MBK 1964. carries a visual theme of the 60s Indonesia with adjustments. Highlighting the value of the restaurant that offers consistency of delicacy from the 60s ‘til now, the visuals are inspired by the 60s Indonesia with some improvements.

Visually, the treatment used for this project is quite different from social media content in general. We brought illustration elements that is known to be difficult to replicate based on the fast rotation of social media content, especially Instagram. This treatment brings a more natural impression to graphic-based media content.

The development process of this project's visual identity is quite interesting and challenging because it has to present the visual essence of Indonesia in the 60s but still be relevant to today's visual styles. To adapt, it requires not only seeing but also exploring the mindset of the artists.

Here, attached some of our humble sketch to easen the production step for each of illustrators and graphic designers.

The illustration style in the 60s in Indonesia has begun to be simplified for production purposes but there is still a tendency to add value with complex shading. This is the basic concept of MBK 1964's visual development, textured lines complemented by blocking shadows and followed by a little shading. The colors used were toned down due to limited production at that time.

The two keys to graphic styles in the 60s were efforts to give 3D and value to text and framing to emphasize vocal points in an illustration.