Hamburger Menu

MODERN INDONESIAN PANTRY

BRANDING

PACKAGING

RESEARCH DEVELOPMENT

OPERATIONS

CONTENT

A contemporary rendition of Indonesian delicacies, inspired by deeply personal and cultural explorations.

CLIENT

Rumah

About

Reimagining the flavors of memories.

Rumah, a distinguished culinary brand founded by the dynamic duo of third-culture Indonesian-Hong Kong influencer Spoon Chan and Off Mnu Founder Mel Ng, stands as a beacon of heritage and taste. This unique collaboration celebrates the rich tapestry of cross-cultural culinary explorations, bringing to life a brand that is as flavorful as it is meaningful.

SERVICES

branding

Concept Development

Brand Naming

Brand Strategy

Visual Identity

Collateral Design

Photography & Creative Direction

PACKAGING

Food Packaging

Production Management

RESEARCH & DEVELOPMENT

Menu / Recipe Development

Product Development

Food Pricing Strategy

OPERATIONS

Operations Management

CONTENT

Social Media Visuals & Reels

A FULL-SERVICE CREATIVE EXPEDITION.

The Off Mnu team embarked on a comprehensive creative journey that began with concept development and brand naming. Inspired by the vibrant stories across generations and regions of people embracing unique, mixed cultural identities, we crafted a brand strategy and visual identity that resonated. Slashes of green and brown formed the basis of Rumah’s brand identity, evoking a nature-like ambiance that blossomed with flavors.

Our creative direction extended to collateral design, food packaging, and production management, ensuring consistency and elegance across all brand touchpoints. The photography and social media visuals we crafted were imbued with vibrant colors and Indonesian touches, creating a chic, cohesive brand presence.

MAJOR MILESTONE THROUGH A
COLLABORATIVE EFFORT WITH OATSIDE.

To mark its one-year anniversary, Rumah partnered with Oatside, an Indonesian-made oat milk brand, to introduce the delightful Onde Onde. These glutinous rice balls, filled with Gula Melaka and infused with pandan, were humbly introduced through a series of videos and visuals. The art direction delivered an elegant, retro Indonesian vibe, featuring Spoon and her Indonesian mother, creating a beautiful reminiscence of their roots.

Rumah also transcends its enticing flavors to become an advocate for minority rights and cultural heterogeneity. Through a holistic blend of culinary innovation and branding, Rumah brings rare delicacies to Hong Kong’s eclectic F&B market. More significantly, it elevates the once-exotic treats into a simple, elegant celebration of diversity.