Demibumi Senja Shampoo Bar

Scope

Product Development
Naming
Packaging Design

Most shampoo comes in a bottle. Senja was created to challenge that assumption. Developed by Demibumi as a natural shampoo bar, Senja offers a different approach to hair care, one that reduces packaging waste while making use of naturally derived ingredients including kukui nut oil, Borneo tallow nut and ylang ylang.

JED Creative worked on the product development, naming and packaging, building the brand around a simple idea: better care for both people and the planet can start with rethinking everyday habits.

The name Senja, meaning sunset in Indonesian, gives the product a warm and distinctly local character. It suggests a moment of slowing down and returning to something simpler, an idea that complements the product's natural and low-waste approach.

For the packaging, we moved away from the conventional plastic shampoo bottle and developed a system using recyclable materials. The design is intentionally simple and tactile, allowing the physical form of the product and the material itself to become part of the experience.

The result is more than an alternative to bottled shampoo. Senja demonstrates how product design, naming and packaging can work together to make a more sustainable choice feel desirable, contemporary and easy to adopt.

Multiple round shampoo bars with pink labels featuring floral and bird illustrations, set on a peach background.
A shampoo bar wrapped in brown paper with a pink label featuring a bird and botanical illustrations, surrounded by text describing ingredients and origin in Indonesian, set against a peach background.
A shoe-shaped shampoo bar with a pink and white marbled pattern next to its orange packaging with a bird illustration and text indicating it is a Senja shampoo bar with turmeric oil and xing xang scent.
Two circular reusable soap and shampoo bars from Fajar and Senja brands on a wooden tray, surrounded by yellow flowers, green leaves, and a beige woven mat.