Hijup was primarily an Indonesian focused modest fashion online store that distributed a large number of Indonesian labels. They were doing well locally but wanted to expand into international markets.
We directed the brand away from something that was very cute and girly to something more professional and higher end that would sit among more international brands. This involved a new visual identity, but also advising on elements such as English / Indonesian language use, UX, social media planning and a more coherent approach to branding systems.
