Parang Kencana

Scope

Brand Identity
Brand Guideline

Batik carries generations of Indonesian culture, craftsmanship and identity. For a contemporary batik retailer, the challenge is to honour that heritage while creating a brand that feels relevant to today's audience.

Parang Kencana is an established Indonesian batik retail brand. JED Creative was commissioned to rejuvenate its visual identity and establish a clearer, more contemporary brand system.

The approach was evolutionary rather than revolutionary. Instead of replacing the character that had built recognition for Parang Kencana, we refined it, creating a more confident identity that could communicate the brand's heritage with greater clarity and sophistication.

The visual system balances traditional Indonesian craft with contemporary design, allowing batik itself to remain at the centre of the brand. Typography, graphic elements and supporting applications were brought into a more cohesive system, creating greater consistency across the brand experience. The accompanying brand guidelines establish the principles needed to maintain this consistency as Parang Kencana continues to communicate across different touchpoints.

The result is a rejuvenated identity that respects where the brand comes from while giving it the confidence to move forward, bringing Indonesian batik closer to a contemporary audience without losing its sense of heritage.