Mama Eti

Branding and label design for this Indonesian food company

The original Mama Eti worked from down until dusk, pushing her food cart down the narrow lanes of her Indonesian village, selling her fabulous, home-cooked Indonesian street food to villagers. Now it is a range of freshly cooked and jarred, spice pastes, marinades and sambals created in small batches with no additives or preservatives.

Passion project

Our clients – the daughter and son-in-law of the famous Mama Eti, asked us to create a brand that fully encapsulated the very essence of Mama Eti’s passion for food and the delicious flavours inside every jar.

We defined Mama Eti’s brand values and positioning and then created a range of 10 different product labels and sleeve wraps featuring designs and illustrations inspired by Mama Eti’s story and Indonesian culture. The overall project was completed within a very short timescale to help the client meet tight deadlines.