The Grove is one of the most significant and prestigious condominium in Indonesia, located in Rasuna Epicentrum—the most extravagant entity in Jakarta. This area is projected to become one of the urban lifestyles centers of the capital that can be expected to attracted both domestic and foreign tourists. This super-block project can increase economic activity in the capital because it has been planned as an integrated business area with both tourism and residential facilities.
Branding Challenges and Solutions
The Grove offers the five-star luxury sure to make it a top choice among young executives and their families, who aspire to a quiet, green environment right in the strategic heart of the capital.
The branding platform was based on the core idea of “A Sanctuary in the Capital” that simply captures a lifestyle option in which the concepts of haven and dynamic living meet and perfectly merge in the midst of the idea of the energy of the capital.
Brand identity design: The logotype with a customized font inherently shows the blend of haven and dynamic living portrayed in a sophisticated manner. The dark brown color was chosen to accentuate a sense of the premium.
Brand communication design: The implementation of the design involved the exploitation of white space and a color palette harmonious to brand identity, starting from the conveyance of the message of the excellence of the Rasuna Epicentrum and expanding to the features of The Grove Condominium.
The entire look and feel of the collaterals was developed to strengthen a premium image, while maintaining the desired communication.
• Artist’s impressions (page 1 and 2) courtesy of PT Bakrieland Development Tbk.