OLARASA
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overview
Olarasa is a culinary brand identity project built around the idea of warmth, authentic flavors, and meaningful dining experiences. Inspired by its tagline, “Nandur Kenangan” (Planting Memories), the brand aims to create lasting emotional connections through every meal.
The visual identity combines elegant typography, warm colors, and a simple yet memorable symbol to deliver a timeless and versatile brand experience across packaging, signage, and digital media.
Objective
To build a visual identity that effectively represents Olarasa’s core values as a warm, authentic, and memorable culinary brand. The design is focused on being easily recognizable, adaptable across various media, and capable of strengthening the brand’s image amid competition in the culinary industry.
Concept
Olarasa’s visual concept is based on the theme “Warmth in Every Taste.” The main symbol—a shape resembling warm steam rising from food—symbolizes aroma, warmth, and freshly prepared dishes.
The color palette is dominated by shades of orange and brown, representing warmth, taste, comfort, and quality. A serif typeface was chosen to convey an elegant, premium feel while remaining approachable and memorable. The entire brand identity is designed to deliver a visual experience that is warm, simple, and meaningful.
Philosophy logo
The Olarasa logo combines a logotype with a symbol shaped like food steam, representing the aroma and warmth that characterize the dining experience. The flowing shape conveys a natural and dynamic feel, while the overall composition reflects the brand’s philosophy: to serve food that “creates memories” through taste, atmosphere, and togetherness.
In my opinion, for the Olarasa project, this kind of emotional approach (storytelling) is far more powerful than simply explaining the logo, because successful F&B branding typically sells experiences and feelings, not just the product itself.
