Jajana: Old but Gold

OVERVIEW

Jajana is a cafe that focuses on traditional Javanese snacks. The name Jajana is taken from the word "jajanan" with the last consonant removed. In English, "jajanan" means "snack". This name is used to describe a cafe that sells traditional Javanese snacks. Jajana brings traditional snacks in a different way, by making them more luxurious. With this luxurious concept, it is hoped that traditional snacks can become snacks that do not seem cheap and can develop. The Jajana logo is designed to convey a traditional, modern, and luxurious impression. The rounded edges of the Jajana logotype attempt to depict the traditional impression, and the use of sans serif fonts attempts to depict the modern and luxurious impression. The letter "A" in the logo is made more unique to add uniqueness to the logo so that people can remember the Jajana logo. The Jajana icon is made from the unique letter "A" and is made circular and rotating like a star to depict a more luxurious impression. In addition, the icon is made so that the public can remember the Jajana brand more easily and make it easier for Jajana to apply its logo. The unique letter "A" is also used as an arrow on the wayfinding inside the cafe. The color scheme for the Jajana brand uses a combination of green and gold. The color green is chosen as a symbolization of traditional Javanese snacks, which often wrap snacks and food in green banana leaves. The color gold is chosen as a symbolization of luxury for the Jajana brand. Gold has been a symbol of luxury for a long time, so this color choice would be more appropriate. The combination of green and gold colors is able to describe a brand that is traditional yet luxurious at the same time.