segara
Client Project
Redefining Natural Skincare through Identity & Packaging Refresh
Segara Naturals is a solid-form skincare brand in Indonesia focused on high-performing, practical, and sustainable products. In a saturated market where “natural” is overused, Segara struggled to stand out. I worked with Segara to clarify its unique value by uncovering deeper user insights and crafting a new strategic positioning. This was followed by a full brand identity refresh and packaging revamp to reflect both the product’s strength and its evolved brand narrative.
scope of work
Brand Positioning, Tagline, Brand Identity, Packaging
ROLE
Brand Strategist, Creative Director, Identity Designer
impact
Repositioned Segara as an performance focused natural skincare brand with a bold new identity.
Designed a modular system highlighting each product’s natural ingredients and benefits.
Drove entry into a higher market segment, expanding reach and revenue since Q2 2025 launch.
vision
To build a bolder, more cohesive identity system that unifies Segara’s packaging and elevates its core strength—effective natural ingredients.
challenge
Overcrowded market with similar “natural” positioning
Existing brand identity lacked boldness and distinctiveness
Perception that natural products are less effective than chemical alternatives
process
1
Brand Assessment
Through dialogues with stakeholders and product analysis, I identified Segara’s strengths, goals, and pain points to ground the rebranding direction.
2
User Insight & Competition Research
I explored customer perspectives and industry benchmarks to understand what matters most and how Segara could stand out.
3
Brand Positioning Strategy & Big Idea Generation
From those insights, I shaped a clear positioning and crafted a flexible brand idea that anchors communication and growth.
4
Creative Direction Exploration
Drawing from Segara’s character and name origin, I developed its visual language as the foundation for the new logo and packaging.
5
Design Prototyping
With the identity system in place, I applied it to packaging design—creating scalable graphic systems ready for future product lines.
