Indonesia is one of the world's biggest exporters of artisan wooden furniture. While you can easily find an Indonesian-made rattan chair sold for thousands of dollars, the artist behind the chair may not necessarily get paid equally for their years of expertise.

Mendekor is a digital-first furniture company that aims to disrupt the local artisan's way of selling their goods. They curate, design, and collaborate with local designers and wood artists to produce high-quality, affordable furniture with a touch of Indonesian culture.

We helped the founder, Brian Karno Jan, set up their branding from the ground up. While establishing their visual identity, core brand story and copywriting style, we came up with the tagline 'Menghias ruang, menata hidup,'. In Bahasa Indonesia, the phrase means 'Furnishing spaces, organizing life'.

While the items sold by Mendekor are nifty for space organization, the tagline carries a deeper meaning for the mission that Brian was excited about: organizing the local artisans' life by giving them the fair pricing they deserve. Now entering its seventh year, Mendekor has become an award-winning brand, exhibited in the U.S. and recognized by Tech in Asia, DBS Bank, and Indonesia's Bank Mandiri, while continuously becoming one of Indonesia's favourite furnishing brands.