Braeside Group

Impactful Group of Companies

With over 300 years of multi-generational ties in Indonesia, the Bentoel family is embarking on a new milestone with a transformative vision and an expanded business trajectory across the companies within the organization: the creation of a holding company powered by the mission to build impactful, resilient businesses that generate value and contribute to the world economically, environmentally, and socially.

Project Year 2025

brand guidelines

brand identity

brand immersion

brand platform

marketing collaterals

Challenge

With a diverse portfolio of companies under the organization, the holding company’s brand must embody progress and modernity while honoring its tradition and heritage in today’s ever-evolving world. It should also establish a strong identity that delivers meaningful value to all stakeholders, the businesses within the group, and society at large.

Solution

We conducted in-depth research and immersion to align with and understand the Bentoel family’s vision, ethos, and values throughout its business journey. Together, we formulated the company name Braeside Group—meaning “beautiful hillside”—which reflects a purposeful spirit to create a positive impact for a better future. Building on these insights, we mapped out a brand platform that serves as the fundamental foundation, uniting and guiding the values of all companies within Braeside Group under Bentoel BAKTI. The visual identity inspired by the enduring traditions of the Bentoel family—a wealth of heritage and timeless values, reimagined through a trustworthy, modern expression. This identity stands as a tribute to Bentoel’s legacy of wisdom and vision, stewarding a community of strong businesses committed to advancing the future.