For the final project of International Fashion Business program, the students developed Brand Leverage Strategies to help well-established lifestyle brands grow and innovate in the industry.
The students chose one of two approaches. Brand Extension, which focuses on launching a new product category not yet offered by the brand while maintaining the same price and quality standards, or Co-Branding, where two brands collaborate, either by integrating one brand into another as a component or combining both to create a new product or service.
These are the students' innovative final project ideas.
Bunga Mawar Putih
EXTENSION LINE: WET SURF & SWIM
SECTOR: Women’s Swimwear
for educational purposes only
Wet Surf & Swim is a women's swimwear brand extension from Lost Surfboards. Wet Surf & Swim embodies a youthful spirit and a desire for adventure, creating swimwear that mirrors the qualities of Lost Surfboards: well-designed, locally made, and fun to use. The brand aims to become the leading women’s surf and swimwear brand in Indonesia by celebrating women in surf and travel communities.
Caryne Martha
EXTENSION LINE: MOMENTO BREWING
SECTOR: Food & beverage
for educational purposes only
Memento Brewing, a craft beer extension of the local men's clothing brand MANKIND, aims to merge fashion with the growing lifestyle trend of craft beer consumption in Indonesia. Leveraging the established reputation and design aesthetics of its parent brand, Memento Brewing creates high-quality craft beers with innovative flavors and artisanal brewing techniques. The brand offers a memorable drinking experience while enhancing MANKIND's identity as a lifestyle brand.
This project integrates distinctive design elements into the craft beer packaging and emphasizes a commitment to craftsmanship and community engagement. Central to Memento Brewing's identity is the storytelling aspect, with each beer telling a unique story through its flavors and designs. By employing strategic marketing, Memento Brewing effectively blends fashion and local craft beer culture, intertwining the art of fashion with the craftsmanship of brewing.
Cerelia Chrisyanti
CO BRANDING: ARCHILA
SECTOR: Architectonic Jewelry
for educational purposes only
ArchiLa is an architectonic jewelry brand that marries the contemporary architectural vision of Andra Matin with the masterful craftsmanship and deep cultural heritage of Tulola Designs. Through a collaboration between acclaimed architect Andra Matin and Tulola Designs, ArchiLa creates jewelry pieces that reflect the beauty of Indonesian architectural heritage, reimagined for the contemporary world. By preserving the architectural heritage of various Indonesian regions while
embracing modernity, ArchiLa aims to forge deep emotional connections with its audience, evoking fond memories of their hometowns.