PROCESS HIGHLIGHTS
Bridging Heritage and Modern Identity
Overview
Kampung Laweyan is one of Solo's oldest batik villages, rich in history but struggling to connect with younger visitors. This project reimagined its visual identity by transforming local stories, architecture, and craftsmanship into a cohesive brand system designed to make the village feel both timeless and approachable.
Timeline
2021
Tools
Adobe Photoshop
Adobe Illustrator
Adobe InDesign
Blender
Responsibilities
Developed the brand strategy and positioning.
Conducted research into Laweyan's cultural identity and audience.
Designed the visual identity, including logo, color, typography, and graphic elements.
Created applications across signage, merchandise, and print collateral.
Produced a complete Graphic Standards Manual.
BACKGROUND
Full of culture, but missing connection
Kampung Laweyan is one of Solo’s oldest batik centers, rich with legacy and character. The homes, the handmade textiles, the atmosphere, it’s all there. But in the eyes of younger travelers, Laweyan had no voice. It struggled to compete with more popular destinations and lacked a brand that could reflect its charm in a way that resonates today.
What Laweyan needed wasn't just a logo, it needed a bridge, between past and present, between locals and visitors, between tradition and story. That’s where this project begins.
CHALLENGES
Making the timeless feel timely
Younger travelers weren't rejecting heritage, they simply needed a clearer invitation to experience it. The challenge wasn't to modernize Laweyan, but to reveal it's character in a way that felt approachable, memorable, and relevant without compromising it's cultural identity.
From Batik Village to Cultural Landmark
Rather than beginning with a logo, i began by identifying what made Laweyan distinctive, its narrow alleyways, handwritten Javanese script, flowing batik patterns, and quiet atmosphere. Those observations became the foundation of the visual identity, influencing every decision from typography and color to signage and brand applications.
The identity combines architectural forms, flowing batik motifs, and the rhythm of Javanese script into a modern visual language. The custom letterforms were designed to reflect movement, warmth, and craftsmanship while remaining simple enough to scale across physical and digital touchpoints.
Color
Drawn from the textures of the village, quiet greens, warm tones, and a hint of gold to carry its charm forward.
Typography
The type system balances tradition and clarity, a character rich serif for titles, paired with a clean sans-serif for supporting text, echoing Laweyan’s mix of heritage and simplicity.
Sign System
The signage system extends the brand beyond graphics into the visitor experience. Inspired by traditional street signs while prioritizing readability, it helps visitors navigate the village with clarity while reinforcing a consistent visual identity throughout the environment.
Bringing the Brand to Life
REFLECTION
Designing, Then Discovering
Working on Laweyan changed the way i think about branding. I realized that a visual identity isn't simply about making something beautiful, it's about helping people see familiar places in a new way. Designing for cultural heritage also meant balancing creativity with responsibility, making thoughtful decisions that respected history while inviting new audiences to engage with it.
Looking back, I'd love to expand the system into environmental graphics, interactive wayfinding, and digital experiences that make visiting Laweyan feel even more connected and immersive.
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