Puyo Turns Ten

Brand Identity Development for Puyo Turns Ten

Puyo Desserts, an Indonesian F&B chain with a whopping 100+ outlets, specializes in offering guilt-free, light, and silky-textured desserts to satisfy sweet cravings. As Puyo embarks on this milestone journey, toasting to a decade of dessert excellence, our mission was to whip up a campaign identity that's as distinct as the desserts themselves. Our design concept revolves around a visual narrative of evolution and gratitude, symbolizing the brand's maturation in parallel with the sophistication and depth that only a decade of experience can bring.

In the creation of the logo, our inspiration drew from the luscious texture of silky desserts. Our goal was to encapsulate the very essence of silkiness, seamlessly blending it with smoothness and firmness. The result is a logo featuring shapes with rounded edges, conveying a soft and slightly jiggly aesthetic.

To sprinkle in some extra fun for the brand's birthday milestone, we threw a playful birthday hat into the logo. Furthermore, a responsive version of the campaign logo was crafted, utilizing the silhouette of the silky dessert as the foundational shape.

At the heart of our design is the unveiling of something truly precious—the "Ten Ingredients of Happiness." This concept materializes as a visual exploration, an artistic portrayal of these essential elements. Each ingredient serves as a symbolic visual motif, intricately woven into the design, embodying both the lessons learned and those yet to be discovered throughout the years. The overall composition unfolds like a captivating visual story, a tapestry representing growth and continuous learning. The ten-year milestone isn't merely a celebration of time; it's an artistic revelation of the brand's evolving identity and its relentless pursuit of happiness.

In conclusion, expanding on the concept of "Puyo Turns Ten," our mission was to infuse a spirited celebration and festivity into the packaging and social media presence, creating a cohesive and joyous brand experience. Puyo, where every dessert is a celebration and every celebration is a flavor explosion 🥳