Project Information

Millard is a startup sarong fashion brand in Indonesia. Bringing a unique motif design to the sarong, Millard wants to communicate himself as a premium brand, limited production numbers, unlimited designs, with the tagline “No Boundaries”.


There are so many competitors, both batik sarong and songket sarong. They offer sarongs at high to low prices.

Here Millard owners are looking at design opportunities that must be out of the box in order to attract market interest.

Therefore, the owner needs an identity that makes it easy for consumers to identify the Millard brand, feel the difference and the premium side of a brand.

This identity should be simple, easy to associate, and apply to all brand communication media.


Millard wants to convey freedom of expression, abstract and unique. For that Millard needs an identity that represents him.

Millard’s identity is designed through an approach to function, and taste. Looks simple, but elegant. We chose Abstract Serif as the logo type for Millard. Abstract has unique strokes at each corner, different from other Serif shapes. It represents something luxurious, elegant, but still simple. We focus on simplicity because this is what will keep the brand going in the long run.

The dark brown color of the brand symbolizes something natural, earth and flexibility. This will be the primary color of the brand as the application will be communicated in the branding.

The goal of Millard’s identity is to increase consumer trust in new brands, because this affects consumer perceptions of the product.


  • Strategy
  • Naming
  • Identity
  • Brand guideline