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Where does heritage end—and modern branding begin?
I explored this question through NESCAFÉ® Nusantara, a packaging concept inspired by Toraja's coffee heritage and cultural visual language.
The iconic buffalo-head ornament became the starting point, then was simplified and reinterpreted into a bold graphic identity for the pack.
The goal wasn't to simply “add Indonesian elements.”
It was to make the culture itself part of the brand story.
Heritage, but not old-fashioned.
Premium, but still authentic.
Indonesian, but globally relevant.
Would you keep the Toraja visual language traditional, or push it further into a contemporary identity?
I'd love to hear how other designers and brand strategists would approach this.
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