Label Tumpeng Kenduri Cleo 20th!
Cleo is a bottled water company based in Sidoarjo, East Java, Indonesia. Cleo uses advanced filtration technology to produce pure water that is 20 times purer than other bottled water.
Case Details
Clients: Cleo
Tags: Visual
Let’s Work Together for Development
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Design Challenge
In celebration of Cleo’s 20th anniversary, Cleo organized a music and culinary festival for the public alongside the re-launch of the Cleo Classic product label packaging. Its distinctive cap shape (a cone triangle) serves as a strong reminder among bottled water products that have been circulating for years. From this point, the focus is on how to evoke a sense of nostalgia and celebrate Cleo’s milestone of 20 years in a bottle label.
Design Approach & Strategy
This label design features the theme ‘Tumpengan,’ which, in the philosophical context of Javanese culture, refers to the traditional dish ‘tumpeng’ that is usually served for special occasions such as holidays, Independence Day, and birthdays.
The tumpeng feast also signifies our gratitude for all the blessings bestowed upon us by God.
The objects displayed represent Cleo milestones within a tumpeng circle. The details include Cleo’s first factory in Sidoarjo, a gallon with its distinctive handle, Cleo Eco Shape, the latest packaging commonly found in the market, Cleo Smart/Mini, Cleo Classic resembling a flying rocket, and a map of Indonesia.
Tools & Techniques Used
The design started with rough sketches on an iPad using the Procreate app. After achieving the right composition, I detailed the shapes, colors, and text using a Wacom display tablet connected to a computer with Photoshop.
Design Process
The search for concepts, object selection, and other details was carried out repeatedly with the Cleo strategic team and the art director until a satisfying result was achieved.
Rendering involves the process of transforming rough sketches into defined, refined, and beautifully colored details, creating a cohesive composition. Prototyping involves printing the completed design at a similar size to apply to the bottles, allowing us to identify any adjustments needed. Since the label is relatively small, it’s unfortunate for any artwork detail to be lost. Prototyping is then continued with a larger quantity of plastic materials to see how these bottles look when arranged together in a large box.
Visual Design Solutions
The Cleo Classic bottle cap has had a conical shape since it was first introduced in 2003, which aligns perfectly with the conical shape of tumpeng. As a result, this element becomes a point of interest for the special 20th-anniversary Cleo Classic label. Nostalgia and celebration are the key themes.
Challenges and Iterations
The design of the bottle’s surface, which rotates 360 degrees and must appear completely seamless, presents its own challenge in the layout. Repeatedly creating prototypes has helped resolve this issue, ensuring that the label’s connection points feel smooth and are not visibly misaligned from a distance.
Impact & Result
The launch of the Cleo Classic bottle is part of the Cleo Festival, where guests must purchase at least one Cleo Classic bottle to enter.
In addition to enjoying the music and culinary events, attendees can also see the new design of Cleo Classic up close. This creates an organic amplifier effect, spreading awareness throughout the country.
This project emphasizes the emotional connection, achievements, and gratitude of Cleo for 20 years. Cleo has consistently circulated as a trusted brand known for its pure and lightweight bottled water!
