SATSUMA GYU
Little Taste of Heaven
STUDIO
Minded Studio—Jakarta,IDN
Project type
Strategy, Campaign Identity, Collaterals, Website
Strategy & Creative Director
Michael Tan
Creative Lead
Miranty Annisareta
Graphic Designer
Veronica Halim
Project Manager
Marcellyna Citra
2021
Based on the Gyu's beautiful and plentiful homeland, Kyushu Island is our vision of 'paradise' on earth, where dedicated wagyu farmers are raising the perfect livestock. The marketing connected customers to the heavenly produce.
Understanding the Indonesian market, we need a strategic way to deliver the message that the campaign holds. The campaign’s tone of voice needs to communicate the idea by encouraging people to spark their curiosity about the campaign itself while being straightforward with the offer at the same time.
The SATSUMA GYU tagline, "A Little Taste of Heaven," evokes high quality, serenity, and geographic authenticity. Our main image, inspired by Japanese sumi-e (ink brush painting), delicately shows Satsuma Gyu's hometown of Kagoshima's landscape. The line art depicts Sakurajima Mountain's characteristic shape, linking the product to its pure, high-altitude origin in an elegant way.
A delicate serif font gives the main text a timeless, rich, and elegant look. Finally, dynamic text arrangement artfully frames the visual elements, making the composition fresh and engaging while retaining sumi-e's polished tone.
Inspired by the colours of traditional Japanese woodblock prints and the landscape of Kyushu Island. We selected bold gemstone colours like Volcano, Grass, and Sky that are complemented by softer colours such as Sand, Smoke, and a touch of Gold to represent the premium quality of SATSUMA GYU.
Together, these elements position Satsuma Gyu not just as a meal, but as an exclusive, elevated, and truly heavenly experience.
Together, these elements position Satsuma Gyu not just as a meal, but as an exclusive, elevated, and truly heavenly experience.
