Routi Bakery
The word ‘Routi’ derived from ‘Roti’ which means bread in Indian. Routi is your traditional bakery with a little bit of modern twists. It sells various types of pastries including bread cubes, roll cake, crackers, and many others. Routi believes that food are meant to be shared with your loved ones. Through food sharing, Routi brings warmth and old school feeling that is close to what we called ‘home’.
Brand Strategy
During our discussion with Routi Bakery, we agreed that the message Routi wants to convey is to bring warmth and an old-school feeling through modernized conventional bread and baked products. We also believe that food are to be shared and used as means to convey encouragement, love, or joy to friends, families, and loved ones. Therefore, together we created Routi Bakery with “Roti Untuk Kita” as its tagline.
For Routi to stand out as an offline bakery in North Jakarta, we did a research and market study of the bakery’s surrounding areas to identify potential competitors. Then, through an analysis of the competitors & target audience, we tried to define the most suitable marketing and sales channel for the bakery to grow its online presence, as well as to grow in the local community as a trust-worthy bakery.
Logo
As the main ingredients of bread, the illustration of wheat grain is used to represent Routi’s products. The typography of ‘Routi’ also added a sense of classic and modern design.
Color Palette
We mainly used a combination of green and gold as the main color palette for Routi Bakery. The color green and gold portray an image of classic, premium, and elegance, which are aligned with Routi’s targeted audience toward the middle-aged and older generation.
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