The global trend to pursue an active, outdoor and travel-inspired lifestyle is what motivated MATAHARI Department Store, to offer a new brand of quality outdoor apparel and accessories to its Indonesian customers.
Through extensive, on-the-ground research, we helped MATAHARI develop a unique brand position for the brand, that created a niche in an already saturated market and which hits the sweet spot between quality, technology and price.
Crater is a brand aimed at a diverse audience (age 18 - 40), with a predominately higher level of income than the average Indonesian. It competes with well-known international names for a share of the outdoor pie.
Our task was to help the brand discover their unique and believable point of difference.
The tagline 'Explore Anywhere' is a simple effective promise that inspires the outdoor enthusiast in everyone and offers them functional, reliable products that will protect them from the elements and make them feel good
The brand identity and logo
Inspired by a 3000km long chain of volcanoes in Indonesia, the primary mark is part of comprehensive branding system designed to work across various platforms and applications.
The mark needed to be simple enough to work on a garment label, but be robust enough to stand out in the marketing and in-store collateral.
Brand Applications: Marketing and Point of Sale
One of the important considerations for the design of the marketing material was that the brand would be primarily marketed on MATAHARI platforms and channels, and would thus need to fit into their pre-designed Point of Sales system.
Crater exists as a Store-In-Store in MATAHARI department store, and while allocated a fair amount of floor space, the visual merchandising would still be living alongside many other consignment brands. The brand's clarity and simplicity in the outdoor category was thus imperative.
Swing tags and care labels were designed to encapsulate the brand promise, the concept of geography as a point of departure in the creative, and the technological benefits and product features.