OELEK
The Warmth of Home, Legacy of Taste
Oelek is an Indonesian ready-to-eat F&B brand specializing in protein-based sambal and comfort dining. More than just extraordinary flavors, Oelek is built on warmth, legacy, and the spirit of togetherness — turning every meal into a story that connects hearts around the table.
- Brand Audit
- Brand Strategy
- Brand Implementation
Where Flavor Becomes Story, and Warmth Becomes Identity
Every jar of Oelek carries the warmth of home — a taste that’s nostalgic yet new. Egghead partnered with Oelek to translate this emotional connection into a brand identity that could stand strong in Indonesia’s growing F&B landscape. The goal: to make sambal more than just a condiment, but a celebration of legacy, memory, and modern taste.
Refining Oelek, Seasoned to Perfection
Brand Audit & Strategy
We began by immersing ourselves in Indonesia’s vibrant sambal market, uncovering a unique truth: people don’t just crave heat – they crave history. From this insight, Oelek’s brand essence took shape: Serving Up Warm Memories. It’s a story of togetherness, where each bite rekindles the taste of home, love, and belonging.
Visual Identity & Implementation
The visual system was designed to feel both familiar and fresh – from the bold logo to packaging that honors tradition through modern design. Earthy tones, layered textures, and subtle patterns tell the story of heritage while embracing contemporary simplicity. Every jar feels like an invitation to the table, where flavor meets feeling.
Activation & Experience
Across print, packaging, and digital content, Oelek’s warmth became tangible. Every touchpoint was crafted to make customers feel part of something heartfelt, an everyday brand with a soul rooted in Indonesian kitchens. Through Egghead’s rebrand, Oelek now stands as a brand that doesn’t just serve sambal, but serves stories.
