From Koinpack to Alner
Alner is Indonesia's first sustainable packaging, driving the shift from single-use to returnable and reusable solutions. Collaborating with one of the most renowned FMCG companies, Alner offers a wide range of reusable packaging options and innovative systems, like Reverse Vending Machines, to promote responsible waste habits. Their commitment to hygiene, customer engagement through a rewards program, and a focus on a circular economy make Alner a trailblazer in reducing plastic waste and fostering sustainability in Indonesia.
Our role
Alner, as a client, came for a rebranding of their name and logo because they hypothesized that the previous name, "Koinpack," did not effectively represent their business. Even though they were based in Indonesia, they wanted a new name easily accepted by both their local and international markets. They also desired a more representative logo since the previous one was occasionally misinterpreted as other industries due to its coin-like appearance.
Scope of work
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Brand Research
Brand Name
Logo Design
Brand Identity
Packaging Design (Label)
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Social Media Guideline
Brand Research
We conducted brand research to validate the client’s hypothesis and gather sufficient insights for the design process, which encompasses a multifaceted approach, including:
Interviewing BOD (Board of Directors)
Involves in-depth interviews with top executives, providing insights into the organization's vision, values, and strategic goals.
Focus Group Discussions (FGD) with Users
Structured group discussions with users provide qualitative feedback on brand perceptions and experiences.
Concept Testing
Presents potential brand ideas to assess their viability and alignment with the target audience's preferences.
Brand Name
Based on the research findings, the name had to describe the product and its intended outcome effectively. Alner was chosen because it combines "ALternatif" (alternative) and "kontaiNER" (container). "Alternatif" was selected to represent Alner as an alternative to traditional containers. The name Alner is concise and easy to pronounce in English and Indonesian.
In addition to creating the brand name for Alner (the mother brand), we also devised names for each in-house line of products they offer. We used simple English words for product line names that are easy for Indonesians to pronounce: Soluklin (household cleaning products line), Soluve (personal care products line), and Solufood (cooking spices line). ‘Solu’ stands for a solution, and the following word specifies the product category (e.g., Soluklin for cleaning products).
Logo Design
This logo, as a whole, embodies the essence of Alner: a forward-thinking, sustainable brand that safeguards its products while creating a two-way exchange of value within a circular economy.
The square shape in the logo represents a packaging or container that protects its contents.
The two arrows pointing in opposite directions represent a reversible in the context of repeated use of packaging and process in the context of value exchange between users and Alner.
The logo’s shape forms the letter A, as the initial letter of Alner.
Brand Identity
The color scheme draws inspiration from the rich and lively colors in nature. It primarily features shades of green and blue, which evoke feelings of serenity and vitality, along with touches of yellow to add vibrancy and energy to the palette. The choice of these colors serves a dual purpose: it connects the brand to the natural world and infuses a modern and tech-savvy feel into its identity. This harmonious blend of colors aims to create a visually appealing and engaging brand image that resonates with both contemporary aesthetics and the organic beauty of the natural environment.
Packaging Design
Our primary focus for packaging design lies in the labeling aspect, which is important because packaging is at the forefront of our services. We need to establish a labeling system with a signature illustration that is both flexible and consistent. Flexibility is necessary due to the wide variety of products and the possibility that each type may include several different brands (e.g., laundry detergent from brands like Daia or Rinso, etc.), and by recognizing their diverse range of product types and brands, it becomes crucial to establish a unified system with consistent standards for systematic operations, benefiting both users and operational staff alike.
The illustrations on the packaging are designed with the user in mind, prioritizing information that simplifies their product selection process. Therefore, the illustrations follow a simple and familiar visual communication; for instance, floor cleaner packaging features an illustration of a person mopping, and hand soap packaging showcases an illustration of someone washing their hands.
Social Media Guidelines
The social media guidelines offer insights into different platforms, their functions, and target audiences. Understanding these things helps tailor content to reach specific groups effectively, aligning messaging with audience preferences. For Alner, we provide:
Content Pillar.
Tone of Voice.
Caption Guide.
Basic Visual Guidelines, including logo placement and more.
Credits
Researcher: Ludy Imam Magr
Illustrator: Maryam Nisa
Photographer: Arfat Lodyantra
Motion Designer: Mohammad Heikal