01 / Kopi Es Tak Kie
Project type
Final Project
Year
2020
Client
Kopi Es Tak Kie
Services
Branding
Role
Design
Team
Creative
Kopi Es Tak Kie, founded by Liong Kwie Tiong, is among Jakarta’s earliest coffee shops. The name carries significance, as “Tak” symbolizes wisdom and “Kie” memorability. Operating for about 93 years, it specializes in “kopi tubruk” and “kopi susu” (milk coffee). Amid the rise of modern coffee culture, engaging the Z generation poses challenges.
In an interview, Kopi Es Tak Kie’s core vision centers on preserving ancestral heritage and introducing timeless coffee traditions. Blending traditional methods with modernity sets the brand apart and resonates with those valuing uniqueness, providing a competitive edge.
OBJECTIVE
Being a brand with a history spanning 93 years, Kopi Es Tak Kie has lost its relevance among today’s generation. To remain viable in an era focused on experiential purchasing, Kopi Es Tak Kie requires a rejuvenation to rekindle their brand recognition.
SOLUTION
In order to resonate with the current generation, Kopi Es Tak Kie must undergo a thorough and all- encompassing branding transformation to remain pertinent. Instead of directly competing with contemporary coffee trends, Kopi Es Tak Kie has reentered the scene by reintroducing the authentic Jakarta Peranakan “Kopi Tubruk” to the today’s generation.
Kopi Es Tak Kie, founded by Liong Kwie Tiong, is among Jakarta’s earliest coffee shops. The name carries significance, as “Tak” symbolizes wisdom and “Kie” memorability. Operating for about 93 years, it specializes in “kopi tubruk” and “kopi susu” (milk coffee). Amid the rise of modern coffee culture, engaging the Z generation poses challenges. In an interview, Kopi Es Tak Kie’s core vision centers on preserving ancestral heritage and introducing timeless coffee traditions. Blending traditional methods with modernity sets the brand apart and resonates with those valuing uniqueness, providing a competitive edge.
Indonesia’s third-wave coffee trend leans towards affordable, convenient brands. The Z generation is unfamiliar with the unique flavor of “kopi tubruk.” Rather than competing directly, the strategy shifted towards reviving the 1920s’ authentic taste. This insight spurred the pivotal idea:
Experience time- traveling or anemoia through the authenticity of Jakarta Peranakan’s kopi tubruk.
Summarizing, I distilled the core idea into Kopi Es Tak Kie’s essential tone of voice: casual, nostalgic, and sincere. Upholding coffee culture, the aim is to create a relaxed atmosphere for conversations.
Artfully entwined, a sense of nostalgia is derived from the unchanged ambiance of the 1920s. This deeply resonates, especially among the Z generation, evoking anemoia—an emotional longing for an era they haven’t directly experienced.
Grammatically, “Es Kopi” is accurate, but I kept “Kopi Es Tak Kie” for its time-evoking sentiment and historical language respect.
“Sincere” underscores honesty in Kopi Es Tak Kie’s 93-year journey, rooted in unwavering daily “kopi tubruk” service.
