Nyapii creatively presents beef se’i, traditional smoked meat dish from Kupang, East Nusa Tenggara, in a modern way by adding international tastes to the dish sauce selection, making the menu a fusion between local and global.

Project Manager: Indra
Creative Director: Melvin
Graphic Designers: Rudi, Jaklin
Account Executive: Claudia, Dila

The Story

Beef se’i is considered a traditional meal with rich flavour. Nyapii wants to come up with a fresh concept that attracts mainly young generations, since their objective is to introduce beef se’i to young generations and make it one of their favourite dishes. We made the logo dynamic and playful by fitting in the typography of the brand’s name into the shape of a beef slice, giving people a clear idea of the brand’s product.

The dynamic and playful character also appears in the supergraphic which consists of illustration describing youngsters’ activities as well as colour palette that reminds us of the richness of se’i spices, ultimately brings out the appetite of the customers.

Booth & Environment

With beef as its primary ingredients, Nyapii consistently relates the concept of the branding items to beef or cow, and the booth and dine-in outlets is no exception. Exploring around the theme of country barn, we modelled the outdoor container booth to closely resemble the wooden barn building. The red colour gives it an even more eye-catching look.

Staying relevant to the theme, we also included the elements of the barn to the dine-in outlet, as seen in the facade of the outlet that takes the shape of barn’s roof. This also goes to the interior part where we use materials and colours that give the room wooden look, simultaneously emanates warmth to the area.