The environmental conversation is often dominated by statistics and warnings. We wanted Demibumi to take a different approach.

The idea was simple:
Make sustainable living a habit, not a sacrifice.

Instead of asking people to completely change their lives, Demibumi focuses on small, achievable choices that can be repeated every day.

Replace a plastic bag.
Carry a reusable container.
Choose reusable cutlery.
Wrap food differently.
Reuse materials that would otherwise become waste.

Small actions become meaningful when they become habits.

JED developed Demibumi as a complete brand rather than simply a product line.

Our involvement spans brand strategy, design, copywriting, product design, product development and social media campaigns.

The identity was intentionally approachable and optimistic, helping sustainability feel less like an environmental lecture and more like an everyday lifestyle choice.

The brand became a platform through which products, education and community could work together.

One of the most important principles behind Demibumi is that sustainability should be tangible.

We developed products that provide practical alternatives to single use items, including cotton net bags, beeswax food wraps, reusable containers, stainless steel cutlery and other everyday solutions.

We also explored upcycling as a form of product design, transforming discarded materials into useful objects.

Roller blinds became bags.

Industrial textile remnants became accessories.

Used coffee pouches became snack bags.

Even discarded cosmetic and toothpaste tubes found new applications.

The objective was not simply to make waste look beautiful.

It was to demonstrate that materials considered useless can have another life.

Demibumi extends beyond products.

From its earliest years, the brand has used social media, workshops, talks and educational activities to help people understand the impact of everyday consumption and discover practical alternatives.

Workshops were conducted with schools and community groups, including sessions teaching participants how to make beeswax food wraps and understand the impact of plastic waste.

This created a different kind of brand relationship.

People didn't simply buy a Demibumi product.

They learned something.

They shared something.

And hopefully, they changed a habit.

Since launching its Instagram platform in late 2018, Demibumi has grown an organic community around practical sustainability. JED's current case study reports more than 80,000 organic followers by 2025, alongside invitations to talks, webinars and coverage in Indonesian media and publications. 

The community became an important part of the brand itself.

Content focused on making sustainability understandable, useful and achievable, turning environmental awareness into something people could participate in rather than simply observe.

Demibumi started with a simple belief:

Every meaningful change begins with a small decision.

The role of design was to make that decision easier.

By combining products, education, content and community, Demibumi became more than a sustainable product brand.

It became a platform for encouraging people to rethink the way they consume, use and discard everyday things.

Small changes. Everyday choices. A better way forward.