SASA: MODERNISING A FAMILIAR INDONESIAN FOOD BRAND FOR A NEW GENERATION.
Sasa partnered with Egghead Branding Agency to rejuvenate the visual identity of Sasa Sambal Terasi Ala Sunda, bringing a fresh, modern look to a much-loved Indonesian flavour. The goal was to connect with younger consumers, from first-time cooks to students living in dorms, while preserving the authentic taste and heritage that define the brand.
THE CHALLENGE
Traditionally associated with household cooking and older generations, Sasa saw an opportunity to connect with younger Indonesian consumers who are starting to cook for themselves. The challenge was to modernise the brand's appearance without losing its familiarity, trust, and strong connection to Indonesian food culture.
THE APPROACH
Egghead Branding Agency developed a refreshed brand identity and packaging design for Sasa Sambal Terasi Ala Sunda. Bold red tones, clear typography, and distinctive illustrations bring greater energy and visibility to the product, while traditional visual cues celebrate its Sundanese culinary heritage.
The updated packaging balances a contemporary look with familiar Indonesian flavours, helping Sasa feel relevant to a younger audience while remaining recognisable to its existing consumers. The design also presents the product in a clean, accessible way that suits today's retail shelves and everyday cooking routines.
THE RESULTS
The refreshed packaging positions Sasa Sambal Terasi Ala Sunda for a new generation of Indonesian consumers. By combining heritage-inspired design with a more contemporary visual identity, Egghead Branding Agency helped bridge the gap between traditional household cooking and the evolving needs of younger home cooks.
The idea: Keep the flavour familiar. Make the brand feel new.
