JUSEO Bakery
Jakarta, Indonesia
Project Background
Bakery Shop Design
Since its founding in 2015, JUSEO has established a loyal following in Jakarta for its premium cookies and signature lapis legit (Indonesian layered cake). In 2024, the brand embarked on an exciting new chapter: to rebrand and expand into a modern e-commerce business, while preserving the heritage and warmth that made it beloved in the first place.
Design Challenge
The challenge was to evolve the brand visually while preserving its artisanal roots and cultural charm—translating the warmth of their handmade goods into a cohesive digital and physical brand experience.
My role as the lead designer, I was responsible for defining the brand's new digital and visual identity, and designing the full e-commerce experience—from UX strategy to UI design, ensuring it aligned with both local customer behaviors and broader digital commerce best practices.
Objectives
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Reposition JUSEO as a premium yet approachable brand in the digital space.
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Develop a scalable design system for digital and packaging touchpoints.
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Launch a mobile-first e-commerce site tailored for Indonesian consumers.
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Increase brand recognition outside of Jakarta through storytelling and online reach.
Key Design Work
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Brand Refresh: Modernized the logo and visual system while retaining cultural authenticity. The new design uses warm tones, layered textures, and elegant typography to reflect both the delicacy of lapis legit and the brand's artisanal roots.
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UX Strategy: Conducted competitor analysis and user interviews to define personas and user flows. Prioritized fast product discovery and simplified checkout, adapting to local shopping behaviors such as WhatsApp inquiries and e-wallet payments.
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E-commerce UI Design (future developement): Designed a Shopify-powered responsive website with storytelling baked into the browsing experience—highlighting baking techniques, ingredients, and gifting moments.
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Packaging & Digital Collateral: Aligned the digital branding with packaging and promotional materials to create a cohesive customer journey from website to doorstep.
Current Product
JUSEO BAKERY
I started by exploring the textures, tones, and nostalgic elements of traditional Indonesian baked goods. The moodboard mixed heritage aesthetics (modern textures, traditional inspired motifs and bakery kitchenware) with modern, minimalist branding to strike a balance between tradition and a premium online presence
Design Process
Moodboard & Concept Development
I started by exploring the textures, tones, and nostalgic elements of traditional Indonesian baked goods. The moodboard mixed heritage aesthetics (modern textures, traditional inspired motifs and bakery kitchenware) with modern, minimalist branding to strike a balance between tradition and a premium online presence
Design Concept
Bakery Shop Design
Brand: JUSEO Home Made Bakery
Product: Lapis Legit (Indonesian Layer Cake)
Logo Integration
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Design:
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For the title of the Brand "JUSEO Home Made Bakery" logo as the header on the packaging.
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As family business want to expanding from cookies to "Lapis Legit" in a elegant script font beneath the logo, with gold foil accents to emphasize luxury.
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Color palette: Cream (background), deep brown (text), for accents red blood and gold to reflect the rich layers of the cake.
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Mockup Visual:
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A minimalist cake box with the JUSEO logo centered on top.
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Business card and thank you card.
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Sides of the box feature a repeating pattern of layered cake illustrations.
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Thank You Card
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Design:
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Adapted "Thank you" and a short message to customer into a bakery-themed thank you note.
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Replaced the placeholder table with:
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"Thank You for Your Order!" (header)
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"Enjoy every layer of joy!" (subtext) depend on the festive season.
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Added a small illustration of a slice of Lapis Legit next to the text.
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Back of the card includes baking tips for the cake ("Best served with tea/ coffee and how to storage the cake").
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Mockup Visual:
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A folded card placed inside the cake box or handed to customers.
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Cream-colored cardstock with brown ink and a gold foil border.
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Additional Branding Elements
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Social Media:
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Mockup includes an Instagram post featuring the Lapis Legit cake with the JUSEO logo in the corner.
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Caption: "Homemade layers of love. #JUSEOBakery #LapisLegit"
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9Grid post for first content.
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Label:
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A small sticker on the box with the cake’s ingredients (e.g., "100% butter, no preservatives") using the color scheme from the logo.
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Traditional & nostalgic
Modern & minimalist
Premium artisanal
New Design JUSEO
Typography and Pattern
For Typography Keep the clean sans-serif used in the logo (or pair with a script font for a touch of elegance). For Pattern: Add a subtle diagonal stripe pattern in cream and gold to mimic cake layers
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Label: A round sticker on the side with:
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"100% Butter · No Preservatives"
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Illustration: Tiny layered cake icon.
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Color Palette
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Primary: Red (#E42424), Cream (#F5EBD3), Warm Gold
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Accent: Brown and Red (for Lapis Legit layers), Beige, Off-white
Color palette
Typography
JUSEO
Home Made Bakery
Typography for Brand
ROBOTO MEDIUM
Roboto Light
Roboto Thin
Logo and Logotype
Visual Direction:
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Box Template: Use a minimalist cake box template.
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Logo Placement:
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Top of the box: "JUSEO Home Made Bakery" different variant colour in red, gold or grey, depend on the events .
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Beneath it: "Lapis Legit" in a cursive font with gold text effects.
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"Layers of Love in Every Slice"
"Tradition Baked Fresh"
"The Art of Lapis Legit"
Business Card
Key Takeaways
1. Brand Consistency is Key
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Logo Usage: The "JUSEO Home Made Bakery" logo was central to all designs, ensuring recognizability.
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Color Palette: Cream, deep brown, and gold created a cohesive look across packaging, cards, and social media, evoking warmth and luxury.
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Typography: Mixed bold sans-serif (for clarity) with elegant script (for "Lapis Legit") to balance modernity and tradition.
Lesson: Stick to 2–3 core colors and fonts to unify all brand materials.
2. Packaging Tells a Story
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Design Choices:
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The cake box’s layered pattern mirrored the product (Lapis Legit), subtly educating customers.
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Gold foil accents elevated perceived value.
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Practical Details: Ingredient labels ("100% butter") built trust.
Lesson: Packaging should reflect the product’s essence while adding functional info.
3. Small Touches Build Loyalty
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Thank You Card: Adapted from "Thank you card" it included:
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A personal message ("Every Orders baked with love").
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Serving suggestions (e.g., "Pair with tea").
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Social Media: Posts highlighted the handmade aspect (#HomemadeWithLove).
Lesson: Thoughtful extras (like cards) enhance customer experience and encourage repeat business.