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BETTER ENERGY BRIGHTER FUTURE

THE EXPONENTIAL BUSINESS GROWTH PLAN OF BERAU ENERGY LEADS THE BRAND EXPRESSION’S TRANSFORMATION WITH A BOLD AND EXPONENTIAL BRAND IDENTITY SIGNATURE.

The brand speaks boldly of its promise of a brighter future with strong emphasis and commitment on its corporate social responsibility.

BRANDING SCENARIO
BOLD ACQUISITION, AGGRESSIVE PLAN FOR GROWTH, SHORTEST TURN AROUND OBJECTIVE.

Recapital Group, the leading investment company in Indonesia, forms a holding company for Berau Coal, a first generation coal contractor in East Kalimantan, Indonesia.

The new company’s role is to provide financial investment for Berau Coal to significantly increase their coal production capacity in three years while improving the company’s on-going community development and environmental management programs around the mining location. In addition, they also plan to develop other energy-related businesses under the holding company. MakkiMakki is appointed to create the company’s brand name and identity including developing the brand’s architecture to anticipate the company’s exponential growth and expansion plan.

BRANDING CHALLENGE
1 COMPANY,
1 FUTURE,
1 COMMITMENT,
1 RESPONSIBILITY,
1 BRAND.

Being among Recapital's subsidiary company, the newly formed enterprise in the energy sector transcends its parent business' objective, paradigm and culture.

The key challenge for MakkiMakki is to create and develop the brand’s platform that not only depicts their bold and aggressive objectives, but also reflect the parent brand’s long-standing reputation with its own distinct brand signature. Furthermore, MakkiMakki's duty is to recommend a strategic brand vision that clearly articulates the business' new direction along with clearly defined brand missions in developing better and more responsible energy that support their corporate social responsibilities: "Enabling a better life through exponential energy transformation".

BRANDING SOLUTION
ENABLING A BETTER LIFE THROUGH EXPONENTIAL ENERGY TRANSFORMATION.

The recommended Berau (the mining site) brand name, in the absence of a 'coal' descriptor, was one of the key strategies in owning and pronouncing the business' core equity.

Berau's distinctive brand identity, a well-crafted "B" and "E" letters staged in an exponential gesture, identifies and expresses the business' exponential growth plan, the brand's well defined vision and its strong emphasis on corporate social responsibility as pronounced by the use of Berau White and Green on a black background. The brand’s expression system is developed to communicate the company’s seriousness  in responsibly developing and managing energy reserves for a fruitful future, hence “Better Energy, Brighter Future” brandline.

MAKKIMAKKI STRATEGIC
BRANDING CONSULTANT

HANG JEBAT III NO.5
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Indonesia

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