Regional Specialists
Inocycle Indonesia’s, brand portfolio was developed over 13 years
We have a strong track record getting new brands approved investors and target markets.
PlasticPay
Collect Bottles get rewarded
Pioneers of plastic recycling, PlasticPay is largest plastic bottle recycler in Indonesia.
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A global leader in reticulation and impregnation technologies. Based in Indonesia, the product is a truly international ingredient brand across designer outdoor furniture markets.
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PlasticPay was a new a collection recycling program and mobile app that empowers all Indonesians inidividuals or businesses to be rewarded for collecting PET bottles. There are multiple benefits benefits; Indonesians will be paided directly, reducing the price of bills, services and goods for millions of Indonesians.Mass participation will result in a cleaner environmnet. PlasticPay wants to put a stop plastic pollution.
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The design and communication had to be clearly understood and engage a mass audience. Communicating how it works was critical, these are were the three key messages; 1 Collection, 2 Payment / Exchange 3 Process.
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We worked with PillowPeople local team to rollout the brand. The new brand is now supported and distributed through MegaMarts, Careefour ,Hypermarts and other major retail chains across Indonesia.
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Urecel QuickDry is now reclaiming their position as the original and genuine QuickDry foam. The brand has a presence across America, South Africa, Mauritius, Singapore, Malaysia, Thailand, Guangzhou, Vietnam, Shanghai, The Philippines, Indonesia, Australia, New Zealand, France and Poland.
We can & we do.
Wunderfur
Feel-good fur.
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Pt. Kary Indomas Elok & PT and Putra Pile Indah PT were Indonesia’s largest faux fur manufacturers. The companies serviced 3 sectors, plush toys, home textiles, and garments. Their customer base extended across Indonesia and international markets.
Historically both companies competed as a raw material offer. They were seen as a ‘factory only’ offer, with no brand to differentiate their material.
Hilon Indonesia, Indonesia’s largest non woven material manufacturer, purchased and merged both companies. Lucas was approached to develop a new brand targeting a new interest in faux fur globally.
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Our competitive frame analysis identified that faux fur is no longer seen as a cheap alternative - it’s the smart sustainable choice, with superior performance when compared to natural traditional fur.
The new brand needed to clearly articulate the growth potential to investors. Brand messages needed to speak directly to procurement buyers, we needed to highlight that our materials satisfied new corporate governance buying policies. Wunderfur has the potential to take a large slice of the traditional fur market internationally. The positioning targeted the new eco consumer driven movement.
The brand strategy model, new name, tagline and key messaging were developed as part of our discovery stage
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Master brand identity - logotype & symbol.
Brand elements - typographic style, colours, 3d image style and icons. Brand templates - print, digital and video -
We worked together with Wunderfur’s internal design based in Jakarta to develop video and digital content. Brand guidelines were shared with local staff in Jakarta.
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Webpage, investor video, presenatiOn folder, product labels, sample packs and uniforms
Remade to be Better
EcoPelago
Ecopelago is a perfect collaboration between science and nature.
The first premium fibre remade from 100% recycled PET. With all the qualities of new polyester but without th environmentally harmful dark side. As good as virgin fiber, and also much much better. Sustainably soft. Beautifully bulky.
Ethically strong. No new petrochemicals are produced to remake Ecopelago. No old thinking is used to remake Ecopelago. It’s the result of pure intentions and determined actions.From a place where anything is possible. A place the whole world wants to be.
Good night sweet dreams
PillowPeople
Indonesia
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The mass market domestic consumer brand is supported and distributed through MegaMarts, Careefour , Hypermarts and other major retail chains across Indonesia.
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The competitive frame suggested huge growth potential across the Indonesian population.
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Driven by the name, our emotive solution engages a mass market audience. Bold colour, pictorial graphics combined with a contemporary clean brand language, establish a clear hierarchy for brand and product definition.
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We worked with PillowPeople local team to rollout the brand. The new brand is now supported and distributed through MegaMarts, Careefour ,Hypermarts and other major retail chains across Indonesia.
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The brand is connecting with the Indonesian consumer segments: 55 million consuming class and 69 million aspiring class.
We are naming experts with extensive experience across New Zealand, Australia & South East Asia.
We’ve developed and refined names for new products, brands, and even publicly-listed companies
InoCycle
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A global leader in reticulation and impregnation technologies. Based in Indonesia, the product is a truly international ingredient brand across designer outdoor furniture markets.
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Our discovery stage identifies the challenges and opportunities associated with individual countries and locations. Our discovery stage included defining target groups, strategic positioning, co-branding with international partners, naming, product authentication, brand architecture and brand expression.
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Design, Strategic positioning, Co-branding with international partners, Print, Product authentication, Brand architecture and Brand expression
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Lucas Melbourne was invited to Jakarta to rebrand Urecel QuickDry. Our program included defining target groups, strategic positioning, co-branding with international partners, naming, product authentication, brand architecture and brand expression. The new brand established a direct relationship with the parent company, Urecel. The new graphic language also highlighted that Urecel is the ingredient of all QuickDry products. Our brand solution differentiates the product range against inferior overseas competitor brands that falsely claim to have the same functional attributes. Brand Messaging encourages customers to question if there’s Urecel QuickDry inside.
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Urecel QuickDry is now reclaiming their position as the original and genuine QuickDry foam. The brand has a presence across America, South Africa, Mauritius, Singapore, Malaysia, Thailand, Guangzhou, Vietnam, Shanghai, The Philippines, Indonesia, Australia, New Zealand, France and Poland.
We can & we do.
Urecel QuickDry
The Inside that’s unbeatable outside.
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A global leader in reticulation and impregnation technologies. Based in Indonesia, the product is a truly international ingredient brand across designer outdoor furniture markets.
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Our discovery stage identifies the challenges and opportunities associated with individual countries and locations. Our discovery stage included defining target groups, strategic positioning, co-branding with international partners, naming, product authentication, brand architecture and brand expression.
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Design, Strategic positioning, Co-branding with international partners, Print, Product authentication, Brand architecture and Brand expression
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Lucas Melbourne was invited to Jakarta to rebrand Urecel QuickDry. Our program included defining target groups, strategic positioning, co-branding with international partners, naming, product authentication, brand architecture and brand expression. The new brand established a direct relationship with the parent company, Urecel. The new graphic language also highlighted that Urecel is the ingredient of all QuickDry products. Our brand solution differentiates the product range against inferior overseas competitor brands that falsely claim to have the same functional attributes. Brand Messaging encourages customers to question if there’s Urecel QuickDry inside.
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Urecel QuickDry is now reclaiming their position as the original and genuine QuickDry foam. The brand has a presence across America, South Africa, Mauritius, Singapore, Malaysia, Thailand, Guangzhou, Vietnam, Shanghai, The Philippines, Indonesia, Australia, New Zealand, France and Poland.
We can & we do.
Hilon
The strength inside.
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Hilon and its tagline ‘the strength inside’ are synonymous with quality throughout Asia. Hilon Non woven products are at the core of many and varied industries from mining to construction, agriculture, manufacturing and infrastructure.
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Hilons existing brand did not communicate the enterprise manufacturing capabilites of the groudp
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Hilon approached Lucas to rebrand their organisation. The new Hilon logo and corporate branding gives one of Indonesia’s largest and most diverse companies a bold new look. The new design represents the groups size and scale
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Our creative supply teams in Melbourne serviced all creative
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Final execution managed by Hilon’s internal staff
