This is a rebrand for UD. Sanjaya owned by an entrepreneur in Indonesia. The company has been established for over 20years, specializing in rice vermicelli manufacture and food distributor.

The client wanted a rebrand so that it looks more contemporary but still maintain the fact that it has been around for quite sometime. He prefers something that's more functional and practical over something that's over embellished and over killed.

The design solution is a minimal brand identity that represents something deeper and meaningful to the owner as this business is more than just an investment, it has a sentimental value. The name UD. Sanjaya is based on the owner's Chinese name, "San", which means "Mountain". The three letters are merged together to symbolise the meaning behind the name. It is also designed to represent the thinness of rice vermicelli.

To push the branding to that extra mile, its stationery and future collateral will be printed on raw stock to showcase the process of manufacturing that contains all things natural and embrace it.