Decoding the notion of Kindness to craft communication platforms for an F&B giant in Indonesia.

Human Insights


A renowned F&B brand wished to refresh its communication platform, built successfully in the past based on the idea of Kindness.


We deep dived into the cultural roots of kindness in Indonesian society through the lens of geographical-political-religious history, analysed social media data to identify semiotic themes of contemporary kindness, and grounded this understanding within the caregiver’s daily life and behaviour.


Quantum dimensionalised Kindness into several conceptual spaces, each with its semiotic codes, modes of engagement and translation into communication. This revised strategy enabled the brand to grow in a category that is degrowing.

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