Case Study: Belantara

Established in 2023, Belantara was founded on a desire to elevate self-care through opulence and luxury. Drawing inspiration from the lush secrets of Southeast Asian tropical rainforests, the founders of Belantara envisioned the perfect product capable of achieving their goals.

This led Belantara, our Client, to seek out Superminted’s proficiency as a branding agency in Singapore to design and produce their brand’s packaging design.

Sowing Seeds, Defining Brand Roots

The project kicked off with a thorough examination of Belantara’s goals, with our team of brand strategists utilising their expertise to help put those ideas to paper. To catapult the branding process, we asked some basic but important questions such as “Why create Belantara?”, “What benefit would it bring to the market or community?” , and “Why does that matter to you?”

These questions and more allowed us to unearth the crucial information behind Belantara’s establishment and helped us understand what made Belantara special. It also gave us and our Client insight as to how the brand could fill the spaces within the market that their peers might have left unclaimed. By getting down to brass tacks and putting business before branding, we were able to utilise this information and map out Belantara’s brand positioning whilst confidently developing a brand strategy.

Brand Positioning and Strategy

In the brand research and audit phase, we recognised a need to first communicate and establish the value of Belantara’s brand before proceeding ahead with any design materials. In this sense, it was vital to help prospective customers become cognisant of Belantara’s brand identity.

To realise this value, we mapped out Belantara’s market position relative to its competitors and helped our Clients see how the brand could stand out. If the mission is to “elevate self-care through opulence and luxury” then the brand’s strategy and messaging had to be centred around the experience its products offered. This would be the defining feature of Belantara that allowed it to differentiate itself from its competitors.

This process ultimately led us to crafting a brand narrative ‍

This narrative reflected Belantara’s unique use of mango butter as a core ingredient in all their products. The nourishing effects of this vital ingredient, complemented by delicate fragrances, would work to curate the user’s experience and achieve Belantara’s goal of elevating self-care through opulent indulgences.

Nurturing Elements of Brand Identity

Having settled on a narrative that would serve to flesh out the brand’s identity, we continued ideating and developing visual collaterals that would visually and thematically encapsulate the essence of Belantara.

These elements of brand identity consisted of logo, colours, tagline, and tone of voice. As with the formation of any brand identity element, consistency is key. Each of these had to stand firm on its own and represent the essence of the brand, yet come together seamlessly to deliver a brand identity larger than the sum of its elements.

Logo and Colours

Encapsulating the influence of nature and the brand’s inspiration from Southeast Asian heritage, we made certain that Belantara’s logo and colours featured a plethora of fauna and green respectively.

We also featured a mango outline in the negative space of the logo, to represent the presence of mango butter as a core ingredient in Belantara’s product. The use of negative space invited the audience to take a second look at Belantara’s logo, and anchored the idea of luxurious secrets hidden in plain sight.

Tone of Voice

In efforts to further drive home the brand’s vision and reinforce its identity, we crafted a tone of voice that was both alluring and inviting. It emphasised the luxurious experiences that prospective customers could expect when applying Belantara’s products as part of their self-care routine.

Brand Packaging

Belantara’s products were boutique in nature, carefully prepared in small-batch quantities. Given its prominence as a brand touchpoint, this feeling of personalised luxury and exclusivity had to be manifested foremost in the product’s brand packaging and the way it is first perceived.

As such, we paid special attention to ensure Belantara’s brand packaging design would convey similar themes of richness and opulence. This manifested in various ways, such as the embossed logo and wordmark on the brand’s boxed packaging. The bottle itself was also shaded in a deep green hue that would further serve to establish the brand’s identity. Calling forth images of lush green rainforests and juxtaposing that against a rich bright gold, the entire brand packaging worked in tandem to truly bring Belatara’s brand narrative to life.

To learn more about Belantara visit their website here!

From Tiny Acorns, Mighty Trees Grow

The strategic development of Belantara’s brand identity, building upon layers successfully, netted this project recognition on the global stage. Belantara clinched two major accolades at the Indigo Design Awards 2024 – netting the Gold award in the Branding for Health and Beauty category, and the Silver award in the Packaging Design for Graphic Design category.

These awards stand as a testament to Superminted’s brand management expertise, and we are delighted to have proven our abilities as a branding agency in Singapore.

Your Brand Deserves To Blossom Too

As your go-to guides in all things brand management, Superminted is here to support your brand in its journey of growth and evolution. Starting from brand strategy and all the way through to brand packaging, and even video production – we’ve got you covered!

Reach out to us today and find out how we can make your brand showcase-worthy!

Daryl is a Copy Editor at Superminted, fueled by a love for bringing emotionally engaging stories to life. With  carefully selected words and a smart turn of phrase, he is devoted to helping brands shape their unique voice.