The coffee business is currently active in several regions in Indonesia, starting from small outlets, coffee shops, to classy cafes, all competing to attract their respective markets, especially during the pandemic that hit in 2020, all business sectors, both large and small, were significantly affected, including middle to lower beverage entrepreneurs who previously sold through offline outlets.

Kodja Coffee is a coffee beverage business located in the Jakarta area with offline sales through outlets and online ordering. The name Kodja is taken from a regional name in the DKI Jakarta area, namely Koja. Kodja Coffee carries the concept of “Good coffee does not have to be expensive” targeting the middle-lower market in the Jakarta area.

This project is to redesign the visual identity according to the product concept and target market, namely young people in big cities with lower middle economic class. This new identity adopts the cup shape that is in the previous identity, which can also be identified as a symbol of a smile
This product serves various kinds of processed coffee that are trending in society. But not only coffee products, some tea and milk products are also served at this small outlet in the Jakarta area. Previously, products that were sold used small 500 ml cup and bottle packaging with a lack of labels that could not be read properly on several coffee variants, because they were small business products with a limited budget, this product label was always legible even with a color background various drinks.

During the pandemic, offline coffee sales tended to decline, with the previous packaging, which was only a cup, felt that it did not meet the needs during this pandemic where all strategies were shifted to the take away system. This new packaging and identity is one of the strategies and solutions to defend businesses from competition and pandemic conditions. This packaging design is the result of collaboration between ADGI (Indonesian graphic designer association) with the Ministry of Tourism and Creative Economy in the Beda’kan program in August 2020. With the current packaging solution, these beverage entrepreneurs can develop their business by selling online with a delivery message system, even in the midst of a pandemic.