TANGAN: From Hand to Home
TANGAN Living is an Indonesian furniture brand that transforms sustainably sourced rattan into timeless, modern designs through skilled local craftsmanship. Rooted in tradition and conscious production, Tangan Living creates elegant pieces for those who value design, sustainability, and cultural heritage.
Scope of Work
Brand Identity, Brand Story, Brand Tagline
Credits
Creative Director: Nina Sharafina. Project Manager: Herdini Aprilia. Motion Designer: Ahmad Rafi Haqqi. Partner: Studio Hendro Hadinata
Brand Collaterals and Application, Brand Identity
BRAND STORY
TANGAN Living is a pioneering Indonesian furniture brand that champions rattan as its core material. By redefining global perceptions of rattan and Indonesian craftsmanship, the brand elevates rattan as a premium material—showcasing Indonesia’s ability to produce furniture of exceptional quality for contemporary living. Rooted in conscious production and material honesty, TANGAN Living speaks to an audience that values sustainability, longevity, and refined design. This philosophy extends beyond the products themselves, shaping a visual identity that feels calm, grounded, and timeless—allowing material, craftsmanship, and form to take center stage.
At TANGAN Living, rattan is chosen as a material that reflects the studio’s values around sustainability, craftsmanship, and respect for nature. Unlike hardwoods that require decades to mature, rattan regenerates within a few years, grows without clearing land, and helps maintain forest canopies and biodiversity. Sourced from Indonesia, home to the majority of the world’s natural rattan, the material comes from regions such as Kalimantan and Sulawesi, where premium varieties like Manau rattan are shaped through generations of local expertise. Each piece is thoughtfully sourced, and as the studio grows, TANGAN Living continues to move toward a more ethical and sustainable production model that supports both the environment and local communities.
LOGO DESIGN
TANGAN in Bahasa Indonesia means hand—a hand that creates, shapes, and crafts stories with intention and heart.Its form reflects rattan’s natural duality: strong and resilient, yet fluid and flexible under the touch of craftsmanship, where structure meets grace. Rooted in Indonesia’s rich craft heritage, the logo symbolizes the journey of rattan from forest to home—shaped by human hands, reimagined through thoughtful design, and transformed into elegant pieces for contemporary living.
COLORS
TANGAN Living’s color palette is rooted in olive green and bone white, reflecting the brand’s connection to nature, sustainability, and refined craftsmanship. These primary colors create a calm, timeless foundation that highlights the organic character of rattan, while secondary tones—emerald, sage, elephant grey, and black—are used sparingly to add depth and visual balance. Together, the palette maintains a cohesive, elegant identity while allowing flexibility across different applications.
