PORTFOLIO

DDM 2900 Design & Brand Strategy
Proposed Design for Arunika

Background
Arunika is launching a new collection of womenswear that have edgy and sophisticated style. Arunika is a fashion company based in Indonesia. Nowadays, traditional culture is fading and being replaced with modern culture, so they want to engage new generations to knew and love the traditional culture through these new collections. They want to prove that traditional is not old fashioned but they can wear it fashionably on the street.

Objective
The objective is to engage audiences, especially millennials buy the collection and to attract them into a traditional culture.  Promote traditional culture to the modern world. 

Solution
To create a modern approach to communicate with the audience in terms of ethnicity by using patterns of traditional fabric like batik and songket fabric. To create a strong identity of the brand using social media platforms and traditional media.

Audience
The target market is young millennials aged between 23-27th years old. She has a job of art-related like painters, art management, or comic artist. A free-spirited and adventurous person who likes to try new things.

Personal Objectives
Develop strategic thinking, develop skills in designing, gained new experience, expand my knowledge of designing, learn new things out of my major.

Rationale
It’s effective to promote through social media and traditional media such as posters and banners. Social media are used by most people especially the target audience of Arunika. It’s to increase brand awareness and to introduce the new collection. People need something that is unique to remember so that’s why using prints and texture that brings traditional characteristics and contrast colors is interesting. 

Designed by: Jovana Chandra/F19FM0648/Group 1B
Diploma in Fashion Merchandising and Marketing
Lecturer: David Koh, Design and Media Programme, SOAD, NAFA, November 2020