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Tana
Indonesia

BRANDING
MARKETING
CREATIVE DIRECTION
PRODUCT DESIGN
STRATEGIC PLANNING


About:

Tana is a home and living goods brand that was originally inspired and made in Indonesia.
ana products are handmade and Tana also prioritizes sustainability.

Every season Tana adopts one of 
Indonesian culture to inspire the designs and with the help of local artisans for the production phase, you can finally get the taste of Indonesia’s cultural diversity.



My Scope:
In Tana I work in Brand & Marketing who’s responsible of every Tana’s marketing and branding including the strategic planning, digital outputs, photoshoot/videoshoot, social media, and journaling.

I also worked as a designer and design couples of the products; packaging, kain, and attire.

Established in 2018, Tana is a home and living goods brand, that originally inspired and made in Indonesia.

Every project Tana adopts Indonesian culture to inspire the designs and with the help of local artisans for the production phase, you can finally get the taste of Indonesia’s cultural diversity.




Tana’s story was started, when the two founders of Tana started expressing their love for Indonesia through their designs. After observing numerous potential of Indonesia, they were determined to explore the archipelago to get inspiration and story of Indonesia’s rich cultures and form it into a collection of products where each presents a different culture every single year. The products made won’t have any limitations, which later the products variation will adjust the current culture. So different story, different products.

Besides maximizing the potential of Indonesian culture, Tana intends to make it higher in economic value by collaborating with local artisans to produce high-quality products which will also benefit the artisans and ensured they get a fair trade. Tana also prioritizes sustainability, where the material used in the production phase are local and processed with local resources. Environmental-friendly materials, such as rattan, recycled paper, natural dye, cotton, ceramic and legal woods are mandatory for Tana.



Tana Mataram


In Mataram season, Tana presents you products that inspired by the Central Java culture and how’s the ambiance of hosting a guest in Javanese tradition, due to how important this event in Javanese people daily life where they called it ‘Mertamu’







Tana Journal - Fabric of Love and Protection


“The first thing comes in mind is a fabric, which could be developed into several products, we started learning about Batik, about the story, the secret, the patterns, the meaning behind it, the difference between Batik Solo and Yogyakarta, the resemblance, anything about batik.

After learned some knowledge about Batik, we decided to learn more about Truntum and Lurik Peranakan.

Truntum
The first pattern is Truntum, where Truntum is a symbol of love and loyalty, Truntum is an image of a sincere, loyal, and everlasting love. Javanese people usually use Truntum for the bride and groom’s parents in a marriage ceremony, with a hope that the bride’s parents could spread the love to all the guest and especially the bride and groom.

Then we inspired to make our own version of Truntum batik, pouring what in our mind and heart into the fabric design. With the Truntum symbol, we intended to bless someone who uses our Batik will always be surrounded by love or could spread their love to others.

Then we made it into two varieties of Batik but with the same main colours, blue, brown, and white. The colour blue and brown is a representation of Mataram throughout history, where the brown represents the nature, the humble, the ground of Mataram, and the blue represents the greatness of Mataram itself.


Lurik Peranakan
The second one is Lurik Peranakan. In Javanese culture Lurik usually used by the civilians and also some people in the sultanate. Lurik is a symbol of protection, where they use Lurik to protect their physical and spiritual being. With the Lurik’s philosophy, we try to mix it with more modern culture and add some Truntum pattern at the corner of the Batik, that’s why we call the batik Lurik Peranakan, where we try to make something new from the original Lurik. The colour blue and brown is a representation of Mataram throughout history, where the brown represents the nature, the humble, the ground of Mataram, and the blue represents the greatness of Mataram itself.

With Lurik Peranakan, we hope people that use it will always be protected and loved.


After we designed the Batik we searched the Central Java region to find the most talented artisan for Batik and we found out that Pekalongan is a region for Batik artisan, from hand-written to printing, Pekalongan has everything. Then we found one of our artisan in Pekalongan who wants to make a hand-written combination batik for us.

Making batik is far from easy, that’s why the price is also quite expensive. The process in making our Truntum and Lurik Peranakan was full of trial and errors, although we’ve already done some research there are some details in design techniques that we should’ve known since the beginning. Like for hand-written combination batik, we couldn’t use a dark colour for small details if the base colour is bright, we should make the batik pattern continues in every side, making batik could take a long time around 1-2 months depends on the sunlight.

But thanks to our artisan, our Batik could completed in time and fit our expectation and design.“