Elevating a Premium Cosmetics Brand from Indonesia with Refined Elegance
Marnia is a new range of cosmetic and beauty products originating from Indonesia and one that intends to extend beyond facial products into a broader lifestyle brand over time. This branding will introduce the identity of the Marnia brand, showcase the unique product offerings that Marnia has, and build trust among consumers.
Carving space in a crowded market
Launching a new cosmetics brand in Indonesia is no small feat. The market is one of the fastest-growing in Southeast Asia but also one of the most crowded, with both local and international players aggressively competing for consumer attention. For a newcomer like Marnia, the challenge was twofold: to establish credibility as a premium brand in an oversaturated category, and to carve out a unique positioning that felt aspirational yet authentic to Indonesian women.
Building an elegant identity
The “Admiringly Elegant” concept was created to define Marnia’s identity. Rooted in empowerment, self-confidence, and sophistication, the idea celebrated women’s individuality and values rather than appearances alone. Drawing inspiration from the silk as a symbol of choice and dignity, the brand story was crafted to highlight grace, intellect, and authenticity.
This vision was expressed through refined design: a bespoke logotype and monogram, a palette of modern luxury, and photography that captured natural elegance and diversity. Across packaging, digital, and social touchpoints, every detail worked together to create a brand that felt not only premium but also aspirational and timeless.
Launching with confidence
The result was a premium brand identity that allowed Marnia to compete effectively. By uniting empowerment and elegance in a cohesive visual language, the brand projected more than just cosmetic appeal – it positioned itself as a lifestyle choice rooted in confidence and inclusivity.
