CYPRUZ: Everyday Life’s Easier
Cypruz is an Indonesian kitchenware brand that grew from a single Jakarta housewares store into more than 700 retail partners and 1,200 products across 32 provinces. EGGHEAD Branding Agency rebuilt the brand from strategy to shelf, then ran its marketing day to day: new packaging across the range, retail and marketplace tools, and a brand ambassador campaign with actress Amanda Manopo.
Comfort you can cook with
Most cookware brands in Indonesia sell on features: layers of coating, grams of aluminium, discounts. We found the women Cypruz serves, busy mothers between 25 and 40, wanted something simpler: a kitchen that makes the day easier. So we built the brand on one essence, The Greatest Comfort, with a promise of a hassle-free everyday life and the line “Everyday life’s easier”.
The identity pairs a deep Cypruz Red with a warm off-white, a bold C that frames family moments, and a friendly, honest voice that explains why each pan is safe, PFOA free and easy to clean.
One brand, from shelf to screen
We rolled the system out across every touchpoint people meet: gift boxes and product labels for the full range, wobblers, price tags and shelf talkers for more than 700 stores, a warm wooden booth for the Jakarta Fair and a flagship outlet concept, and store banners and product slides for Tokopedia, Shopee, Lazada and Blibli. With actress Amanda Manopo as brand ambassador, her photos went onto the packaging and into a YouTube campaign whose videos passed 12 million views.
BRAND STRATEGY
Brand audit, essence, promise, archetype, values, personality, voice, positioning and brand guideline.
PACKAGING DESIGN
Gift boxes, sleeves and product labels across the cookware range, including the brand ambassador edition.
CAMPAIGN & RETAIL
Amanda Manopo brand ambassador campaign, YouTube and social content, Jakarta Fair booth, flagship outlet concept, in-store marketing tools, marketplace store design and company profile.
