Brand Identity · 2025
Sup Matahari
Mama Lina
Rebranding home-cooked culinary arts: Transforming authentic flavors into a nostalgic visual identity.
Rebranding home-cooked culinary arts: Transforming authentic flavors into a nostalgic visual identity.
Many home-cooked food businesses possess exceptional, authentic flavors, yet their products often end up as just another ordinary food commodity.
The main challenge is how to package the "warmth of stories" and love from the home kitchen so it doesn't get lost when it reaches the consumer's hands, as well as building a strong visual differentiator in the midst of intense competition in the modern culinary industry.
Elevasi Studio delivers a comprehensive branding solution centered on emotional warmth and commercial flexibility — transforming the authentic figure of Mama Lina into a brand icon through a warm, geometric, and highly adaptable hand-drawn emblem.
The authentic figure of Mama Lina is transformed into a hand-drawn emblem. This friendly and humanistic visual approach successfully projects authenticity, recipe genuineness, and the consistent homey taste in every product.
Behind the organic and homey illustration feel, the logo is built on a mature circle-based geometric system — ensuring perfect visual balance and professional structural sharpness.
A warm color palette (Soft Peach Cream, Vibrant Burnt Orange, Deep Earthy Brown) paired with retro-playful typography evokes memories of traditional culinary experiences and psychologically stimulates the customer's appetite.
Digital guidelines with a cinematic mood that focuses on natural lighting (golden hour), tactile grain texture, and spatial depth (bokeh) — transforming ordinary product documentation into a visual curation that touches the emotions.
A solid, single-color character logo offers high flexibility across various media applications — remaining perfectly legible from a small paper cup to an illuminated storefront signage.
Elevasi Studio extends the brand implementation into physical food stall design, seamlessly blending a modern minimalist aesthetic with traditional warmth.
A digital experience aligned with the brand identity — a warm, easy-to-navigate menu catalog that reflects Mama Lina's authenticity with every scroll.
The new identity for Sup Matahari Mama Lina successfully transformed customer perception — from mere home-cooked food to a culinary brand with a story, character, and pride.