Ashi Mashi Visual Identity Redesign

Abstract

The trend of healthy food consumption in Indonesia is significantly increasing, prompting the emergence of various local brands focusing on healthy and natural foods without additives such as preservatives, including Ashi Mashi. Ashi Mashi is a brand that offers a variety of healthy Middle Eastern snacks, providing not only nutritious food but also supporting local communities and Afghan refugees in Jakarta. This study aims to redesign Ashi Mashi's visual identity to represent the values of healthy Middle Eastern snacks promoted by the brand. The design process follows the methodology outlined in David Airey's book Identity Designed: The Process, which divides the visual identity design into four stages: research, strategy, design, and implementation. The results of this redesign include a visual identity emphasizing a healthy, clean, and Middle Eastern impression. The study concludes that the redesigned visual identity effectively reflects the brand's values of health and cleanliness while consistently incorporating Middle Eastern elements.