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HOOGA is a culinary startup brand in Indonesia. Seeing the opportunity to develop the culinary market in Indonesia, the client wants to develop a sandwich menu. After working in New York for approximately 10 years, the client wanted to bring the Katz Delicatessen concept to Indonesia. Because there is opportunity in Indonesia. CHALLENGE As a new brand with new products and prices that are not cheap (+/- IDR 125,000), of course this is a challenge whether this product is in demand by the market or not. SOLUTION The identity that we created starts with the brand name, namely HOOGA, which means it can be momentum, big, and funny. With a typography-based design, from the logo, graphic elements, menu etc, we want the HOOGA brand to be more easily recognized, less confusing, and attract potential consumers to buy HOOGA products.