Established since 1975, Mustika Ratu is best known as a natural health and beauty brand influenced from the royal heritage of Keraton Surakarta. In this modern market, Redspace helped Mustika Ratu to rejuvenate its corporate and product brand from strategy, design to employee engagement in order to stay relevant with the young generation.
Staying true to tradition has its pros and cons. Mustika Ratu was perceived as old and unattractive to many. Therefore, the challenge is how to create a balance between the depth of its heritage and the pursuit for modernity. We also worked to resolve the brand confusion between Mustika Ratu corporate and product brand so that each will have their own identities.
With the provided internal and external insights, the new brand essence is developed. This is manifested to the rejuvenation of the corporate and product brand mark which are refreshed to be much simpler with a modern tradition feel. They are also complemented with the supergraphics of ‘Sido Wirasat’ that represent positive values and aspirations. This visual system is then rolled out into brand applications, website development to product packaging and brings about a new energy for Mustika Ratu.