HIJUP was one of the first Muslim lifestyle companies to receive investment from global investors including 500 Startups from Silicon Valley. As one of the first e-commerce platforms dedicated to discovering modest fashion online, HIJUP was fast transitioning from being a startup to a large business.
We were approached to re-imagine the branding of HIJUP – to take it from being a youthful Indonesian-focused brand, to a sophisticated international fashion platform—while remaining true to their individuality and Indonesian roots.
We travelled to Jakarta to immerse ourselves in the team culture, run workshops, and ask questions. This active observation and facilitation process led to key insights on how to better communicate the evolving identity of HIJUP to reach a broader audience.
Our first step was to distill our findings into strong foundational vision, values, and brand personality. We then allowed this to guide the development of the new HIJUP brand identity.
Based on our research and insights from our visit, we found that HIJUP were delivering something unique to the space of modest fashion. Their dedication to Islamic spiritual values and their Indonesian roots—alongside their down to earth personality—inspired us to create a brand strategy that brought these elements together in a cohesive and memorable new brand.