Spicy tales in every dish, where flavors unfold and stories embellish.
Back in the age of expeditions, where spices were more expensive than gold, the spice trade was used as a route of interaction to build friendships. As a country revered as the mother of spices, my ancestors in Indonesia brought spices as a value to build friendships and formed cultural assimilation and diplomacy at every stopover. This valuable legacy is what I articulated into a narrative to implement spices‘ true essence throughout the entire visual identity of the brand.
Introducing Kelana Serif.
To complement the brand story and the vernacular visual identity, I created Kelana Serif to combine the elegance and sophistication of traditional serif fonts with unique design elements inspired by Indonesian street food vendors. This font features ornate and intricate details that reflect the beauty and complexity of Indonesia. At the same time, its soft curves and flowing lines are reminiscent of the country’s lush landscapes and vibrant food culture.
From spice trails to style tales: a fusion of Indonesian heritage and modern design.
To bring my spices narrative full circle, I fuse Indonesia’s vernacular architecture into the contemporary restaurant to build an ambiance of warmth and invitingness for the people coming there. This fusion creates an inviting atmosphere, where each element nods to Indonesia’s rich heritage while embracing Indonesia’s modern aesthetics. Using traditional materials and architectural cues alongside sleek, contemporary finishes invites guests into a world where past and present coexist beautifully.
A gateway to introduce Indonesian culture to the world.
The comprehensive brand identity experience of Linimasa is a testament to the art of creating from nothing, a space where every detail celebrates the rich heritage of Indonesia while embracing the innovation and openness of American design. By embracing this, guests are invited to experience the beauty of cultural fusion in a setting that stands as a bridge between worlds.