Cibadak Agri & CISF

Brand Development & Circular Product Design

PROJECT OVERVIEW

Client: Cibadak Agri & CISF

Objective: Develop and refine the company’s identity and messaging.

Role: Branding & Marketing Creative Director.

Skills: Branding & Marketing, Project Management, Story Telling, UX Strategy and Writing, Photography and Videography. User Research and Interviews, Information Architecture, Wire-Framing, Prototyping, SEO.

Challenge

CISF, a poultry processing company under Cibadak Agri, had a growing portfolio of high-quality protein products—but minimal brand visibility and no internal marketing team. With excess trimmings from its poultry line, the company sought to reduce waste and develop value-added products for retail and foodservice customers. At the same time, it wanted to introduce new healthy offerings under its POLLO and Highland sister brands—but lacked a strategy to position, educate, and inspire customers around these innovations.

Insight

Customers were interested in healthier, quick-prep meals—but felt unsure how to use new protein formats, especially those made from lesser-known cuts. Retail buyers needed compelling storytelling and practical usage ideas, while foodservice clients looked for ways to integrate cost-effective, sustainable options. We realized that for these products to succeed, they needed not just packaging—but a cultural context and clear, confident messaging.

Approach

As Branding & Marketing Creative Director, I led the development of a cross-brand communications strategy that connected Highland’s fresh produce with POLLO’s new ready-to-cook chicken line and circular sausage products made from 75% byproducts. The work spanned identity design, visual storytelling, and resource-conscious marketing.

Key Activities

  • Brand Identity & Messaging: Created a clear, consistent brand voice for Cibadak Agri that emphasized trust, healthfulness, and ease of use without leaning on overly “green” or environmental claims.

  • Product Strategy: Collaborated with production to co-develop circular sausages that aligned with operational realities and sustainability goals.

  • Content & Education: Directed photography, food styling, and demo content to show simple, healthy meal pairings using both Highland and POLLO products.

  • Lean Marketing Plan: Designed a scalable B2B and DTC strategy using print, digital, and on-site sales materials suited to the team’s limited resources.

Prototype

We launched:

  • Packaging with bold visuals and simple, step-by-step usage guidance.

  • Photo & Video Shoots highlighting product prep, meal inspiration, and sustainability stories.

  • Cross-Promotions pairing fresh Highland greens with POLLO’s ready-to-cook proteins—reinforcing the idea of a balanced, modern Indonesian meal.

  • Retail Materials and buyer kits for foodservice partners, emphasizing value, simplicity, and health.

Impact

  • Boosted brand recognition and trust among B2B and retail customers.

  • Helped normalize the use of circular protein products with simple, attractive guidance.

  • Showed how strategic storytelling and design—grounded in systems thinking—can align customer needs, business growth, and waste reduction.

  • Paved the way for future campaigns that position Cibadak Agri as a forward-thinking, culturally relevant food producer.