The Chronicle of Renewal ↦ Philosophia Branding and Product Development

“Who’s your beauty standard in person?”

“ME”

The Chronicle of Renewal

Branding and Product Development \ Philosophia — 2015

Philosophia is a local fashion brand inspired by aesthetic cultural patterns. They provide fashion items with the fusion of traditional and modern looks. Philosophia, owned by a young Indonesian-Chinese descent, bloomed from the owner's personal tensions. Inadvertently made to feel like a “constant immigrant” in her own country, she fights to present her true self as a proud Indonesian that appreciates both Chinese and Indonesian culture—both authentic patterns that should seamlessly intertwine.

In the past years, many brands were still focused solely on Indonesian ethnicity. Philosophia was born on this horizon: a seamless existence of those similar to its founder. The fusion of Chinese and Indonesian pattern with a touch of modernity. We created Philosophia brand identity by combining its traits: modern, storyteller, and open-minded.

Philosophia is a local fashion brand inspired by aesthetic cultural patterns. They provide fashion items with the fusion of traditional and modern looks. Philosophia, owned by a young Indonesian-Chinese descent, bloomed from the owner's personal tensions. Inadvertently made to feel like a “constant immigrant” in her own country, she fights to present her true self as a proud Indonesian that appreciates both Chinese and Indonesian culture—both authentic patterns that should seamlessly intertwine.

In the past years, many brands were still focused solely on Indonesian ethnicity. Philosophia was born on this horizon: a seamless existence of those similar to its founder. The fusion of Chinese and Indonesian pattern with a touch of modernity. We created Philosophia brand identity by combining its traits: modern, storyteller, and open-minded.

Philosophia is a local fashion brand inspired by aesthetic cultural patterns. They provide fashion items with the fusion of traditional and modern looks. Philosophia, owned by a young Indonesian-Chinese descent, bloomed from the owner's personal tensions. Inadvertently made to feel like a “constant immigrant” in her own country, she fights to present her true self as a proud Indonesian that appreciates both Chinese and Indonesian culture—both authentic patterns that should seamlessly intertwine.

In the past years, many brands were still focused solely on Indonesian ethnicity. Philosophia was born on this horizon: a seamless existence of those similar to its founder. The fusion of Chinese and Indonesian pattern with a touch of modernity. We created Philosophia brand identity by combining its traits: modern, storyteller, and open-minded.

Brand Workshop Summary

Brand Promise

Singular philosophy becomes a prime motor that moves every piece of the brand—hence, Philosophia. Every pattern displayed on the product will always have their own philosophy.

Cultural Tension

In this almost borderless era, the circumstances of Philosophia’s brand owner are mirrored everywhere, the “constant immigrants” of the world.

Personal Tension

“I’m a proud Chinese Peranakan. I don’t want to choose which group I prefer the most, Indonesians or Chinese. I belong to both groups and I’m proud to be the part of both culture”.

“I’m a proud Chinese Peranakan. I don’t want to choose which group I prefer the most, Indonesians or Chinese. I belong to both groups and I’m proud to be the part of both culture”.

“I’m a proud Chinese Peranakan. I don’t want to choose which group I prefer the most, Indonesians or Chinese. I belong to both groups and I’m proud to be the part of both culture”.

The Chronicle of Renewal

Where intertwining cultural stories continue to evolve over time.

Where the interesting cultural stories continue to evolve over time.

Instead of seeing acculturation as a mismatch to normalize, we can start seeing it as part of authenticity itself. Not a new route to stranger parts—just another bend on the road, part of a bigger journey.

Instead of seeing the acculturation as a difference it can be seen as a part of its originals. It is not a new one, it is just the part of its journey that worth to be told.

Logotype

We acculturate its visual identity by combining dots and lines. The dot represents the legacy inherited in Indonesia. The line is a symbol of its journey that moves around the dots, creating a new fun way to enjoy it. The acculturation is also represented by sleek letters which still maintain the curve of its original typography. Utilizing the ambigram, the logo can be read from upside down, symbolizing the open-mindedness ingrained within the brand.

Product Design

As a first starter of the collection, we come up with an idea to create a philosophical pattern that combines Indonesia-Chinese patterns. The overall motif mixes humanist and geometric approaches with bold colors. Specifically, several forms of flora and fauna—and on its centerpiece, two mystical beasts from Chinese culture, The Dragon “Qilin” and Hong bird “Fenghuang” beneath a Megamendung Batik backdrop.

Qilin and Fenghuang represent the relationship between man and woman—harmonious balance of life/Yin and Yang. Megamendung conveys the philosophy that a person’s heart should remain calm and cool in any situation, like clouds overcast on a hot day to cool their surrounding atmosphere.

As a first starter of the collection, we come up with an idea to create a philosophical pattern that combines Indonesia-Chinese patterns. The overall motif mixes humanist and geometric approaches with bold colors. Specifically, several forms of flora and fauna—and on its centerpiece, two mystical beasts from Chinese culture, The Dragon “Qilin” and Hong bird “Fenghuang” beneath a Megamendung Batik backdrop.

Qilin and Fenghuang represent the relationship between man and woman—harmonious balance of life/Yin and Yang. Megamendung conveys the philosophy that a person’s heart should remain calm and cool in any situation, like clouds overcast on a hot day to cool their surrounding atmosphere.

As a first starter of the collection, we come up with an idea to create a philosophical pattern that combines Indonesia-Chinese patterns. The overall motif mixes humanist and geometric approaches with bold colors. Specifically, several forms of flora and fauna—and on its centerpiece, two mystical beasts from Chinese culture, The Dragon “Qilin” and Hong bird “Fenghuang” beneath a Megamendung Batik backdrop.

Qilin and Fenghuang represent the relationship between man and woman—harmonious balance of life/Yin and Yang. Megamendung conveys the philosophy that a person’s heart should remain calm and cool in any situation, like clouds overcast on a hot day to cool their surrounding atmosphere.

The Hong Bird “Fenghuang”