HomeLab ID


Creative Director
Eko Widarto

Galuh Aksarahina Ardhana Reswari
Renjana Qudsi Mawlana Wirabhumi
Jalu Linuwih Muhammad
Dwi Irawati

Design Strategy

World Brand Design
Packaging of The World
The Dieline

Homelab is a homemade healthy food born in April last year, which initially sold a bird’s nest drink out of personal considerations and selling fad on social media and received good feedback from consumers and gained good user retention.

Running 2 months later, I tried to add a new squad outside of the swallow’s nest drink, which is a powder drink with 3 main squads, matcha, hojicha and chocolate.

In contrast to brands in general that sell more powdered kilo drinks and focus on the B2B segment, Homelab powder targets B2C consumers who are at home with smaller packaging.

With the target market of the majority of career women, middle high market, for example Jill, a 28 year old career woman whose hobbies are hanging out and enjoying drinks in cafes, because of the pandemic, most of them are at home and really miss good cafe drinks, with homelab powder, now Jill can enjoy drinks. delicious at home in an easy and healthy way.

Home Lab ID wants to convey to target consumers that their products are premium products with international quality.

With the target of entering commercial retail such as in local supermarkets, of course this is a challenge for brands to be able to compete with local and foreign competitors.

We want to communicate Home Lab ID products as natural products, such as fresh from earth, organic, simplity luxury, sustainable through colors and illustrations that describe each product variant.

We want consumers to clearly identify the Home Lab product brand from competitors’ products, capture the brand message and drive purchase action.

We design hand drawn illustrations that represent each product variant.
We combine this illustration with a color that represents the product. Of course, the design output is focused on a premium look and feel.

For the package titles, we chose a serif typeface called Creolia, which we enlarged the size to make it look unusual.Overall design, the new ID Lab Home design looks more premium, organic and modern, but has a competitive value when this product is placed on the shelf.