Tanusa

Pangan Masa Depan

Tanusa is driven by a noble vision: to bridge the productivity gap in Indonesia’s food sector and contribute to a more secure and sustainable future. As the fourth-largest rice-consuming country and the third-largest rice importer, Indonesia faces a critical challenge in securing food self-sufficiency. Tanusa seeks to address this imbalance by advancing domestic rice production through progressive collaboration between people and technology, reshaping the future of the nation’s food ecosystem.

Project Year 2025

brand identity

brand naming

brand platform

packaging design

Challenge

Tani Optima seeks to create a brand with strong credibility, presence, and differentiation that can facilitate its grand vision. Further more, the essence of the company needed to be mindfully integrated into the brand. Our challenge was to develop a sustainable strategy and identity, as well as creating a distinctive brand name and packaging system with strong market presence.

Solution

Our research defined a clear strategic path for the brand: leveraging Tani Optima’s progressive collaboration of technology and humanity into a measurable, scalable, and future-ready identity. The name “Tanusa” was purposefully invented to embody the brand’s commitment to national welfare, local farmer prosperity, and societal wellbeing. The visual system adopts a clean and modern design principle, balancing premium quality with warmth and trustworthy appeal. This reinforces the brand’s promise to provide tasty, safe, sustainable, and high-quality solutions that support a happy and healthy daily living.

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