Position Lawe to be highly relational by enhancing and emphasizing the emotional components of its brand, people, and services.
The brand provides thoughtful touches throughout its various touch points with the spirit that Lawe would provide to empower women. We recommend Lawe to create a nurturing and inclusive environment that celebrates the strength and resilience of Indonesian women, inspiring their target audiences to embark on a profound journey of discovery and appreciation for traditional weaving as an empowering expression of their cultural identity. In doing so, Lawe invites individuals not only to witness the exceptional craftsmanship by Indonesian women but also to embrace the empowering stories woven into each product. Through this immersive experience, Lawe Indonesia empowers individuals to channel their admiration and love for the heritage they represent into meaningful purchases that honor and celebrate the women who have woven dreams into reality.
LAWE is also the proud recipient of the Indigo Design Award 2025 Gold Winner in Branding for Social Change and Silver Winner in Websites Design for Social Change. View the award here.
Repositioning a Social Enterprise to Inspire Global Appreciation for Indonesian Weaving
THE CREATIVE CHALLENGE
A local brand identity that struggled to convey its social mission and attract international audiences
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Lawe aimed to expand its market reach while staying true to its mission of empowering local women artisans and promoting traditional Indonesian handwoven textiles
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The existing brand identity and communications did not effectively express its social impact or craftsmanship quality
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Messaging around heritage and empowerment was overshadowed by the more commercial aspects of the textile industry
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Without a stronger narrative and visual system, Lawe risked being seen as just another textile producer rather than a purpose driven social enterprise
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Digital presence, including the website and social media, lacked the
THE SOLUTION
Refreshed brand positioning and digital presence to highlight empowerment, heritage, and craftsmanship
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Repositioned Lawe to clearly communicate its mission of female empowerment and preservation of Indonesian weaving traditions
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Refined the visual identity with a logo, colour palette, and design elements that honour artisanal roots while appealing to international audiences
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Revamped the website and social media to improve user experience, engagement, and clarity of mission, optimising for both local and global reach
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Enhanced product and packaging designs to be environmentally friendly and visually compelling, reinforcing sustainability and craftsmanship values
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Created a cohesive brand presence that resonates with modern consumers while staying true to Lawe’s heritage and social impact goals
THE DIFFERENCE
BRAND POSITIONING
BRAND IDENTITY
BRAND TOUCHPOINTS
We ensured Lawe’s branding seamlessly extended across all customer-facing platforms. The key touchpoints include their website, social media, packaging, and physical retail presence, all of which were designed to align with their community-driven values and showcase their sustainable practices. Through these touchpoints, we communicated Lawe’s mission of empowering women and promoting traditional Indonesian craftsmanship, creating a cohesive brand experience that resonates with both local and international audiences.
BRAND ROLLOUT
We developed a detailed brand manual for Lawe to facilitate a smooth and cohesive brand rollout across all touchpoints. The manual provides clear guidelines on logo usage, typography, color schemes, and tone of voice, ensuring that Lawe’s identity is consistently represented, both online and offline. It also serves as a reference for marketing teams, designers, and partners, empowering them to accurately apply Lawe’s brand identity in all communications. This cohesive approach strengthens Lawe’s presence in the market, fostering greater brand recognition and trust among their audience, while also supporting their expansion into international markets by creating a unified and professional brand experience.
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!
Yulia Saksen
International Brand Consultant and Co-Founder of Creativeans
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