Designing Relevant Brand Narratives for Modern Indonesian Women

THE CONTEXT
Citra is one of the leader in hand-body lotion product in Indonesia and has been on a steady decline due to perceived irrelevance and unpleasant sensation. They want to revive the Citra Bengkoang by making the product more aspirational to get the lapsed users back.

Wunderman thompson was commissioned by the client to tackle the problem with brand sprint under my lead.


THE APPROACH
Identify brand problem, opportunity and communication direction we start the process conducting series of user research

We began by asking, what does it truly mean to be an Indonesian woman? To ground our understanding, we interviewed psychology and anthropology experts to gain rich academic perspectives on their identities and lived experiences.

We also carried out digital anthropology research to analyse Indonesia’s most influential female public figures and the messages they share with the public through social and digital media.

Due to complexity and abstraction of the topic, we decide to use tools from our sister company Kantar: The NeedScope framework. The NeedScope framework is a brand and consumer insight tool developed by Kantar to identify the deep emotional needs and motivations that drive consumer behaviour within a category. It maps these needs into structured archetypal segments, revealing which emotional territories are available or contested, allowing brands to position themselves with greater resonance and differentiation.


For example, we asked participants, “If you were a flower, what kind of flower would you be?”

Brand Design Sprint

We ran a one-day brand image sprint with the senior global brand manager and communications team to explore multiple future brand directions, themes, and narratives. I designed a custom framework that combined research insights with a word association exercise called “9 Cubes” to distil diverse ideas into a cohesive brand story.



Each individual expressed their interpretation of the theme through visual language, which we then brought together into a unified direction. We positioned the client’s key stakeholders to confidently make the final decision.






Concept testing
We tested the concept with five respondents, sharing the prototype to gather their feedback and asking them to choose the communication direction that best aligned with their personal tensions and beliefs. The session generate overview of the communication direction preferred by most respondents, supported by their feedback and an illustrative moodboard.

THE OUTCOME
Through a series of interviews and brand sprint workshops over six weeks, we developed Citra’s updated brand lovekey to serve as the foundation for all future communications and campaign strategies. Key decisions included renaming certain products to better reflect the Indonesian spirit.

Bonus: Maudy Ayunda, the women figures prominently appear in the interview end up to become Citra brand Ambassador 1 year after the workshop

CATEGORY

Brand Sprint

---

SCOPE
Workshop & research Lead

---

DURATION
6 weeks

---

LOCATION
Jakarta

---

TEAM
Project Lead
Larasati

Strategy Lead
Bernadette Maria D

Creative Lead
Keke Husain

Account Manager
Niken Anggarawati