Transforming Kallé to Yourkallé
Kallé offers a range of working bags crafted to provide functional solutions and premium-quality products, embodying the spirit of women empowerment in modern society. Since its establishment in 2017, Kallé has earned the admiration of its customers for its convenience, superior quality, and affordability. It has emerged as the preferred choice for Kalléans seeking multifunctional bags while maintaining their sense of style and confidence. Guided by a commitment to attentive listening and drawing inspiration from customer feedback, Kallé continues to innovate, ensuring that it meets the needs of active individuals, regardless of gender.
Our role
Having gained significant momentum over the years, Kallé has successfully captured the hearts of its customers and fostered a community known as Kalléans, cleverly derived from 'kalian,' meaning 'they' in Bahasa Indonesia. In 2022, inspired by the loyalty of this community, Kallé underwent a transformation, rebranding itself as Yourkallè. This strategic move opened up new opportunities for market expansion and future product development, catering to a diverse range of women with various needs and occupations, as well as introducing bags tailored for men.
This evolution has spurred us to initiate a comprehensive brand strategy project aimed at establishing a solid foundation and crafting a fresh brand identity. Our goal is to preserve the essence cherished by Kalléans while instilling a sense of familiarity with the original brand.
Scope of work
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Vision and Mission
Brand Value
Brand Purpose
Brand Personality
Key Differentiator
Reason To Believe
Brand Essence
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Logo Design
Brand Guidelines
Brand Collaterals
Brand Strategy
In 2017, what was once known as Kallé held the top position as the local leader in working bags in Indonesia. However, over the years, several local brands have emerged, intensifying competition within this sector. In order to maintain its position as the foremost choice, Yourkallé recognized the importance of establishing a robust brand strategy.
During the development of this strategy, we conducted a thorough brand audit and research initiative to delve into the essence of Yourkallè. This process included engaging in interviews with the Founders, conducting extensive desk research, and analyzing the competitive landscape to determine our positioning. Our overarching goal was to ensure alignment with customer preferences and foster deep emotional connections that resonate with our target audience, ultimately earning their loyalty and trust.
Logo Design
The fresh name served as the primary inspiration for the redesigned logo. It embodies simplicity, timelessness, and universality. The logo seamlessly integrates the letters Y and K, representing the brand identity in a sleek and contemporary manner.
Colors
The updated brand identity maintains the iconic signature green color while complementing it with additional hues, including lighter green tones and various shades of gray. This combination strikes a balance between freshness and familiarity, ensuring a seamless transition while infusing a renewed energy into the brand.
Typography
The brand tagline "From Monday to Sunday. Work to Play" serves as the driving force behind the selection of typefaces in Yourkallé's revamped brand identity. This juxtaposition of "work" and "play" is reflected in the combination of typefaces, blending the seriousness of Serif fonts with the playfulness of Sans-Serif fonts. This mix composition captures the dynamic essence of the brand, balancing professionalism with a sense of adventure and versatility.
Brand Collaterals
Credits for Images
Yourkallé Team
Kun Anggeristi (Photographer)