Where does heritage end—and modern branding begin? I explored this question through NESCAFÉ® Nusa...Where does heritage end—and modern branding begin? I explored this question through NESCAFÉ® Nusa...
The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
Creatives on Contra have earned over $150M and we are just getting started
Back to feedPost
Rakhman's avatar
Rakhman Kuncoro
• Sep 15
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.
Check it out
Post image
Back to feed
The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
Creatives on Contra have earned over $150M and we are just getting started