Taste Java had to be shaped as a conscious and organic Javanese brand, by embracing the local environment prominently. The newly established strategic foundation embodies sustainability, purity and harmony — the essence of the brand’s personality. How do we find a balance between authenticity and progression, while building an identity which connects seamlessly to the resort? TJ had to be positioned on such way, it would be attracting both a local- and international audience while contributing genuinely to the memorable experiences of the guests.
Mirage created an entirely new identity for Taste Java, with a Joglo-inspired custom icon as the core of the renewed brand. We approached the new identity for Taste Java as an extension of VBR, using similar earthy tones and a vibrant, batik-inspired visual language. Various content strategies have been conceptualised and executed to position TJ as a lifestyle destination. Besides the new brand identity, our teams have created marketing- and communication strategies, webdesign, photography and a wide variety of touch points.