05
BRAND IDENTITY / PACKAGING
2026
COMMON GROUND
COMMON GROUND
COMMON GROUND
A printed identity system built from type, packaging, and daily rituals.
A printed identity system built from type, packaging, and daily rituals.
CLIENT
Common Ground
YEAR
2026
DISCIPLINE
Brand Identity, Packaging, Art Direction
LOCATION
Jakarta
01 OVERVIEW
02 CHALLENGE
03 CONCEPT
04 SYSTEM
05 OUTCOME
01
OVERVIEW
A printed identity system built from type, packaging, and the small rituals of everyday exchange.
A printed identity system built from type, packaging, and the small rituals of everyday exchange.
02
CHALLENGE
The brand needed to feel accessible and useful without becoming generic, balancing retail clarity with tactile personality.
The brand needed to feel accessible and useful without becoming generic, balancing retail clarity with tactile personality.
03
CONCEPT
Simple typography, direct labels, warm paper, and modular information systems turn ordinary touchpoints into recognisable brand moments.
Simple typography, direct labels, warm paper, and modular information systems turn ordinary touchpoints into recognisable brand moments.
04
SYSTEM
Identity, packaging, print, photography, applications, and production rules share one practical hierarchy across products and places.
Identity, packaging, print, photography, applications, and production rules share one practical hierarchy across products and places.
01 — PACKAGING / MATERIAL LANGUAGE
01 — PACKAGING / MATERIAL LANGUAGE
MADE FOR THE EVERYDAY.
MADE FOR THE EVERYDAY.
Labels, cartons, wraps, and reusable formats organise information with direct typography and tactile restraint.
Labels, cartons, wraps, and reusable formats organise information with direct typography and tactile restraint.
PAPER
PAPER
LABEL
LABEL
WRAP
WRAP
BOX
BOX
02 — IDENTITY SYSTEM
02 — IDENTITY SYSTEM
A SYSTEM THAT FEELS USEFUL.
A SYSTEM THAT FEELS USEFUL.
A SYSTEM THAT FEELS USEFUL.
A modular wordmark, type hierarchy, palette, and graphic devices make the brand easy to recognise and easy to use.
A modular wordmark, type hierarchy, palette, and graphic devices make the brand easy to recognise and easy to use.
— WORDMARK
— TYPOGRAPHY
— COLOR PALETTE
LABEL
LABEL
PACKAGING
PACKAGING
SIGNAGE
SIGNAGE
MENU
MENU
COMMON GROUND
COMMON GROUND
WORDMARK
Cg
Cg
PRIMARY / FORMA GROTESK
PRIMARY / FORMA GROTESK
Aa
Aa
SECONDARY / INTER
SECONDARY / INTER
LABEL
LABEL
COMMON GROUND
COMMON GROUND
DAILY / GOODS
DAILY / GOODS
PACKAGING
PACKAGING
COMMON GROUND
COMMON GROUND
01
01
SECONDARY / INTER
SECONDARY / INTER
SIGNAGE
SIGNAGE
COMMON →
COMMON →
MENU
MENU
COMMON GROUND
COMMON GROUND
PRODUCT / ORIGIN
PRODUCT / ORIGIN
Jakarta
Jakarta
03 — BRAND IN USE
03 — BRAND IN USE
BRAND IN USE.
BRAND IN USE.
BRAND IN USE.
Retail, delivery, shelf, signage, and digital moments share the same practical brand language.
Retail, delivery, shelf, signage, and digital moments share the same practical brand language.
SHELF
SHELF
COUNTER
COUNTER
DELIVERY
DELIVERY
RITUAL
RITUAL
SHELF
SHELF
A clear hierarchy works at retail scale.
A clear hierarchy works at retail scale.
COUNTER
COUNTER
Tactile materials keep the system human.
Tactile materials keep the system human.
DELIVERY
DELIVERY
Packaging stays legible in motion.
Packaging stays legible in motion.
RITUAL
RITUAL
Everyday use gives the identity its meaning.
Everyday use gives the identity its meaning.
04 — DIGITAL EXPERIENCE
04 — DIGITAL EXPERIENCE
FROM SHELF TO SCREEN.
FROM SHELF TO SCREEN.
FROM SHELF TO SCREEN.
Receipts, cards, menus, and inserts extend one economical system across everyday touchpoints.
Receipts, cards, menus, and inserts extend one economical system across everyday touchpoints.
COMMON GROUND
COMMON GROUND
PROJECT SYSTEM EXPERIENCE CONTACT
PROJECT SYSTEM EXPERIENCE CONTACT
COMMON GROUND
COMMON GROUND
COMMON GROUND
COMMON GROUND
MENU
EVERYDAY GOODS
EVERYDAY GOODS
PRODUCTS
PRODUCTS
TYPE / PAPER / DAILY RITUAL
TYPE / PAPER / DAILY RITUAL
05 — PHOTOGRAPHY / GALLERY
05 — PHOTOGRAPHY / GALLERY
COMMON GROUND
TYPE / PAPER / DAILY RITUAL
COMMON GROUND
TYPE / PAPER / DAILY RITUAL
COMMON GROUND
TYPE / PAPER / DAILY RITUAL
06 — OUTCOME
AN IDENTITY BUILT TO LIVE IN THE EVERYDAY.
AN IDENTITY BUILT TO LIVE IN THE EVERYDAY.
Common Ground becomes a flexible printed and spatial system that feels useful, warm, and consistent from shelf to street.