SIMU Indonesia

Scope

Brand Identity
Website Design
Social Media Campaign
Design Direction

About The Project

  • When products become part of the spaces we live in, they are no longer simply functional objects.

    SIMU Indonesia brings together a curated selection of premium sanitary ware, door hardware and architectural products from some of the world's leading brands. Its customers include architects, interior designers, developers and homeowners looking for products where performance, craftsmanship and design come together.

    JED Creative was brought in to create a stronger brand identity and communication system that could position SIMU as more than a supplier—as a destination for considered architectural products.

  • The challenge was to communicate the value of a portfolio made up of many international brands without allowing SIMU itself to disappear behind them.

    SIMU needed its own point of view.

    We positioned the brand around the idea of curation: bringing together exceptional products and making them easier for professionals and consumers to discover, compare and experience.

    The role of SIMU became less about selling individual products and more about connecting people with the right products for the spaces they create.

  • The identity was designed to reflect the same qualities found in the products SIMU represents: precision, restraint, craftsmanship and attention to detail.

    Rather than competing visually with the individual brands in its portfolio, the SIMU identity provides a quiet and confident framework around them.

    This creates a visual language that feels premium without being overly decorative, allowing the products themselves to remain the focus.

  • SIMU represents a diverse collection of international brands, including names such as Baldwin, Olivari and Joseph Giles.

    The challenge was to create consistency across this diverse ecosystem while allowing each brand to retain its own character.

    JED developed the identity and communication system to act as a curatorial layer—bringing different products, categories and brands together under one recognisable SIMU experience.

  • The brand needed to work beyond printed communication.

    JED extended the identity across the website, social media and other customer touchpoints, creating a more cohesive way for people to discover SIMU's products and expertise.

    The SIMU 3rd Floor Gallery takes this idea into a physical environment, creating a space where architectural products can be experienced in context rather than simply viewed in a catalogue.

    The gallery was designed by Rafael Miranti Architects.

Business card for SIMU showroom with contact information and logo on a gray background.
A white tablet displaying a webpage for SIMU, a company that supplies sanitary ware and ironmongery, with a black background and a sleek product image.
Three smartphones displaying different pages of the SIMU website against a grey background. The first screen shows a welcome message and company description. The second screen displays categories of products like hotels, apartments, and office buildi
Cover of a book titled 'The Art of Living' by Simu, featuring modern, minimalist design with neutral-colored shapes and buttons on a textured dark background.
Collection of interior design and home decor images, includes a living room with a balcony overlooking water, a door handle, an ornate black gate with plants, a bathroom with dark blue tiles and a round mirror, a kitchen with flowers and a black wind
Black cylindrical bottle with a black cap, standing against a light gray background.
Cover page of a sale catalog for SIMU, featuring a minimalist black bathtub with a modern black faucet against a dark wall. The catalog is titled 'Design Warehouse' with the text arranged vertically on the left side. The date August 2022 is at the bo
Black metallic kitchen utensils arranged to form the numbers 2022 against a black background.
Display of various door and drawer handles and hardware in a retail store with section labels 'WEST,' 'OLIVARI,' and 'dine.'
Interior of a modern building with green walls, a marble counter, and large windows with blue blinds. Suspended ceiling lights are visible.
Entrance to Baldwin restaurant with a glass door, wood accents, a potted plant, and a glimpse of the interior dining area with a wooden table and chairs, wine racks, and warm lighting.
SIMU 3rd Floor Gallery designed by Rafael Miranti Architects