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Branding
SELA
Self-initiated project
I developed SELA as a contemporary Indonesian coffee concept with a bilingual voice. The identity connects a pause in the day with a visible pause in the name.
- Year
- 2026
- Disciplines
- Visual identityPackaging designCampaign design
The challenge
I wanted origin information to be easy to find without turning the brand into a collection of decorative origin illustrations. The identity also needed to work beyond a coffee bag, on cups, a shop sign, printed material and clothing.
The idea
The gap in “SE LA” is the central gesture. I used empty space as an active part of the identity: a pause between letters, a break in an image, and an interval between the name and the product information. “Make time” and “Ambil jeda” express the idea in two languages.
