AFTERGLOW
Rooftop Bar & Kitchen:
A Place You'd Rather Be
A Place You'd Rather Be
STUDIO
Minded Studio—Jakarta,IDN
Project type
Strategy, Branding Identity, Collaterals, Website
Strategy & Creative Director
Michael Tan
Creative Lead & Graphic designer
Miranty Annisareta, Veronica Halim
Account and Project Manager
Marcellyna Citra
2021
Kuta, long known as Bali's initial draw for tourists due to its beach, affordable lodging, proximity to shops, and vibrant nightlife, has recently seen its prominence fade. Over time, its reputation as the island's primary energetic hub has diminished, as visitors have increasingly gravitated toward newer, trendier locales like Seminyak, Uluwatu, and Canggu. The direction introduces a new concept designed to reverse this trend: a "New Kuta" that is both reimagined and reformed.
This revitalization project is inspired by Kuta's late 1970s golden heyday as Bali's top surfing, beach, and sunset location. The goal is to recapture the spirit of that era when Kuta was a haven for the surfing community. This nostalgic yet forward-looking vision is branded as AFTERGLOW, a name chosen to capture the sensory experience of a perfect wave ride and the hazy sunset over the ocean.
This revitalization project is inspired by Kuta's late 1970s golden heyday as Bali's top surfing, beach, and sunset location. The goal is to recapture the spirit of that era when Kuta was a haven for the surfing community. This nostalgic yet forward-looking vision is branded as AFTERGLOW, a name chosen to capture the sensory experience of a perfect wave ride and the hazy sunset over the ocean.
The brand takes its color cues directly from the scene, referencing the indigo blue, orange, red, and silver hues reflecting across the evening horizon, all intended to "ignite the Kuta experience" with the core message: rediscover Kuta through a new filter.
AFTERGLOW's brandmark interconnecting wave line symbolizes mobility and flow, and the 'O' is a complete circle to represent the sun. A bright, summery color palette gives the design a fresh, festive atmosphere. Gradients mirror sunrise and sunset skies, while abstract, nature-inspired shapes with tribal-like illustrations compose the brand's patterns. AFTERGLOW TRIBE, positions itself as the new social center for all occasions, from casual morning meet-ups to celebratory parties and sophisticated twilight gatherings.
