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LAWE Indonesia: Social Enterprise
Branding Rooted in Heritage and Empowerment

Branding
Communication Design
Packaging Design
UI/UX Design
LAWE

{ Project Overview }

We positioned Lawe as a community-driven social enterprise that connects cultural preservation with social empowerment, transforming traditional Indonesian handweaving into contemporary products with lasting impact.

Through the revitalisation of traditional Indonesian handweaving, Lawe preserves a rich cultural heritage while making it relevant for modern lifestyles. The brand transforms craft into functional, contemporary products that carry both aesthetic value and social meaning, allowing handweaving to remain visible, useful, and appreciated by wider audiences.

At the heart of Lawe’s positioning is its commitment to empowering Indonesian women through skills, tools, and opportunities. By supporting artisans in pursuing economic independence and expressing their creative talents, Lawe becomes more than a craft brand. It stands as a purposeful champion for heritage, humanity, and community progress.

A local brand identity that struggled to convey its social mission and attract international audiences

{ Creative Challenge }

A local brand identity that struggled to convey its social mission and attract international audiences
  1. 01

    Lawe aimed to expand its market reach while staying true to its mission of empowering local women artisans and promoting traditional Indonesian handwoven textiles

  2. 02

    The existing brand identity and communications did not effectively express its social impact or craftsmanship quality

  3. 03

    The existing brand identity and communications did not effectively express its social impact or craftsmanship quality

  4. 04

    Without a stronger narrative and visual system, Lawe risked being seen as just another textile producer rather than a purpose driven social enterprise

{ The Solution }

Refreshed brand positioning and digital presence to highlight empowerment, heritage, and craftsmanship

  1. Repositioned Lawe to clearly communicate its mission of female empowerment and preservation of Indonesian weaving traditions

  2. Refined the visual identity with a logo, colour palette, and design elements that honour artisanal roots while appealing to international audiences

  3. Revamped the website and social media to improve user experience, engagement, and clarity of mission, optimising for both local and global reach

  4. Enhanced product and packaging designs to be environmentally friendly and visually compelling, reinforcing sustainability and craftsmanship values

Refreshed brand positioning and digital presence to highlight empowerment, heritage, and craftsmanship

{ THE DIFFERENCE }

LAWE before
LAWE after
{ BEFORE }{ AFTER }

{ Brand Audit }

We help you understand yourself, your customers and competitors.

A brand audit is a complete health check for your business that evaluates how customers and stakeholders perceive your identity. It involves reviewing your mission, marketing materials, and overall customer experience to measure your brand’s overall strength and effectiveness.

Conducting a regular brand audit is crucial because it ensures you are clearly communicating your core message. By examining every touchpoint where customers interact with your business, you can quickly spot branding inconsistencies, align your values with your audience, and strengthen your marketing efforts to build long-lasting customer trust.

Why Audit Your Brand?
Brand Audit

{ Brand Positioning }

We positioned Lawe as a community-driven social enterprise that connects cultural preservation with social empowerment, transforming traditional Indonesian handweaving into contemporary products with lasting impact.

Through the revitalisation of traditional Indonesian handweaving, Lawe preserves a rich cultural heritage while making it relevant for modern lifestyles. The brand transforms craft into functional, contemporary products that carry both aesthetic value and social meaning, allowing handweaving to remain visible, useful, and appreciated by wider audiences.

At the heart of Lawe’s positioning is its commitment to empowering Indonesian women through skills, tools, and opportunities. By supporting artisans in pursuing economic independence and expressing their creative talents, Lawe becomes more than a craft brand. It stands as a purposeful champion for heritage, humanity, and community progress.

Brand Positioning

{ Brand Identity }

Lawe’s visual identity is built around the idea of threads, symbolising the weaving of dreams, community, and empowerment through Indonesian craftsmanship.

The identity uses interweaving lines inspired by gestures of embracing, connecting, and intertwining. These visual elements reflect Lawe’s mission to empower Indonesian women while honouring the craft of handweaving as both a cultural practice and a meaningful form of social enterprise.

By bridging tradition and modernity, the identity positions Lawe as a forward-thinking brand rooted in purpose. The thread-inspired system communicates interconnectedness, resilience, and shared progress, helping Lawe preserve the richness of Indonesian craft while presenting it with contemporary relevance for wider audiences.

Brand Identity
LAWE_INDIGO-AWARD-2025
Brand Identity image 2
Brand Identity image 3

{ Brand Touchpoints }

Lawe’s brand touchpoints extend its mission of empowerment, sustainable practice, and Indonesian craftsmanship into a cohesive experience across both physical and digital platforms.

From its website and social media to packaging, retail presence, and customer-facing communications, each touchpoint was designed to express Lawe’s community-driven values with clarity and consistency. These applications help communicate the brand’s commitment to empowering women, preserving traditional craft, and promoting more conscious ways of making and consuming.

The visual and verbal identity works across different environments while remaining warm, purposeful, and recognisable. Through a unified touchpoint system, Lawe is able to connect with both local and international audiences, building a brand experience that feels socially meaningful, culturally rooted, and globally relevant.

Brand Touchpoints
Brand Touchpoints touchpoint 1
Brand Touchpoints touchpoint 2
Brand Touchpoints touchpoint 3
Brand Touchpoints touchpoint 4
Brand Touchpoints touchpoint 5
Brand Touchpoints image 1
Brand Touchpoints image 2

{ Brand Rollout }

The Lawe brand rollout is guided by a detailed brand manual, ensuring a cohesive and professional identity across every online and offline touchpoint.

We developed clear guidelines for logo usage, typography, colour schemes, and tone of voice, giving internal teams, designers, and partners a practical reference for applying the brand consistently. This helps Lawe maintain a unified visual and verbal identity across communications, marketing materials, and digital platforms.

By creating a structured rollout system, the brand can strengthen recognition and build greater trust with its audience. The cohesive approach also supports Lawe’s expansion into international markets, ensuring that every touchpoint reflects the same sense of clarity, consistency, and brand confidence.

Brand Rollout

Lawe is a community social enterprise dedicated to preserving traditional Indonesian handweaving techniques while empowering women in the community. Over the past 20 years, we have faced many challenges and celebrated many achievements. On August 3rd, we marked a significant milestone—our 20th anniversary. On this special occasion, we also relaunched our brand and logo with the support of the talented team at Creativeans. We are incredibly grateful for their creativity, patience, and guidance throughout this journey. Thank you for helping us bring our new brand to life!

Fitria Werdiningsih logo
Fitria Werdiningsih
Business Unit Manager, Lawe Indonesia

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