Project Stories · Visual Branding

Langgi: Building Habits Through Convenience

Brand: Langgi
Role: Chief Product & Marketing
Year: 2021-2022
Category: Visual Branding

Background & Problem

Used cooking oil is often overlooked as minor household waste. In reality, disposing of it improperly causes serious issues, ranging from health risks to clogged drainage systems. Langgi offers a practical, eco-friendly solution by enabling households, SMEs, and mid-scale restaurants to collect and sell their used cooking oil.

The Strategic Challenge

The name Langgi originates from the local phrase "ulang lagi," which means to repeat, offering a subtle nudge that feels familiar to the audience. Joining the project during its early startup stage, the main challenge was not just about building awareness, but driving real action.

Visual Direction

The visual direction for Langgi was built around a simple principle: "Everything should be made as simple as possible, but not simpler." The priority was clear communication and visual efficiency. The elements within the logo serve a clear functional purpose, representing a continuous cycle of sustainability:

Downward Arrow: Represents Langgi collecting waste directly from the community.
Upward Arrow with Leaf Symbol: Signifies the recycling process that transforms waste back into valuable, eco-friendly resources.

Langgi: Building Habits Through Convenience

Background & Problem

The Strategic Challenge

Visual Direction

Visuals Built for Efficiency and Impact