Lapislapis

Scope

Brand Identity
Packaging Design
Brand Guideline

About The Project

  • LapisLapis makes one of Indonesia’s most distinctive traditional cakes: the beautifully layered lapis.

    But creating a great product is only part of building a premium brand. LapisLapis wanted to move beyond being known simply as a producer of quality cakes and create a more distinctive position in the premium food and gifting market.

    JED Creative was brought in to visually reposition the brand and create a new identity and packaging system that could express the craftsmanship, quality and sophistication behind the product.

  • The defining characteristic of lapis is its layers.

    Each layer is carefully built, one after another, creating the texture, flavour and visual richness that make the cake distinctive.

    We saw an opportunity to make this craftsmanship the foundation of the brand.

    Rather than treating the layers as simply a characteristic of the product, we translated the idea of layering into the visual identity and packaging experience.

  • The new identity combines a refined wordmark with a distinctive graphic language inspired by geometric layering.

    A rich palette of maroon, red, gold, orange and chocolate creates a visual system that feels indulgent and premium, while allowing different products and occasions to have their own expression. The result is deliberately different from the typical visual language of Indonesian traditional food.

    It is less about nostalgia and more about craftsmanship, refinement and contemporary Indonesian taste.

  • For a premium food brand, the packaging is not simply protection.

    It is part of the experience.

    LapisLapis products are often purchased as gifts, brought home from travels or shared on special occasions. The package therefore becomes an important part of how the brand is perceived before the cake is even tasted.

    We created a flexible supergraphic pattern system that could be adapted across different box formats, colours and product ranges while maintaining a recognisable LapisLapis identity.

    This allows the packaging to feel collectible and varied while remaining unmistakably part of the same brand family.

  • The identity extends beyond the box into bags, retail environments, communication materials and other customer touchpoints.

    Together, these elements create a more consistent and elevated experience, from discovering LapisLapis in store to carrying it home and giving it to someone else.

    The goal was not to make a traditional product look luxurious simply through decoration.

    It was to make the craft itself feel luxurious.

  • LapisLapis demonstrates how a familiar local product can be repositioned for a contemporary audience without losing the qualities that make it special.

    By translating the product's defining characteristic, the layers; into a complete brand language, JED created an identity that connects craft, taste, gifting and modern luxury.

    Layer by layer, craft becomes experience.

A stack of sliced layered cake with a golden-brown top, placed on a white plate.
A dark red background with gold text that says, "Indulge in the finest lapis lazuli" and a minimalist gold logo above the text.
A red and gold geometric patterned background with the word "LapisLapis" and a stylized logo at the top left.
Text explaining the brand essence of Lapis Lapis, emphasizing quality, natural ingredients, and refined flavors in lapis cakes.
Text and color swatches explaining brand colors, with six rectangular color samples labeled 01 to 06, including Lapis Lapis Gold, Lapis Lapis Maroon, Lapis Lapis Orange, Lapis Lapis Yellow, Lapis Lapis Red, and Lapis Lapis Choco, each with CMYK, RGB,
Numerical guide illustrating a supergraphic pattern with geometric shapes in red and gold, used for packaging design, showing how to crop and maintain pattern variety.
lapislapis.jpg
Person holding a black bag with "LAPISLAPIS" written in gold, sunlight casting shadows on the bag and person's clothing, indoors with wooden furniture in the background.
Person holding a small jar of honey or caramel with a gold lid, inside a gift box containing two red and gold boxes labeled 'LARISLANDS' and a black round container, all on a dark surface.
Close-up of stacked orange and black Lapis Lapis boxes with diagonal striped pattern and gold text, with a blurred green background.
Photography courtesy of LapisLapis Indonesia
A store called LapisLapis with display cases of colorful boxes and chocolates inside a mall. Green plants are on top of the store, and the ceiling features a geometric pattern with bright lighting.