GERAI HAWA
Gerai Hawa is a Muslim clothing brand founded by two married couples: actors Teuku Wisnu & Shireen Sungkar and Irwansyah & Zaskia Sungkar. Their goal is to promote Islamic values and modesty in fashion, reflecting how devout Muslims dress according to religious guidelines.
Category
Project Management, Creative Writing
Type
Visual Branding Project
Project Outcome
Brand Identity, Brand Visuals
Year
2021
Client
Gerai Hawa
The name Gerai Hawa means "Eve's Shop," connecting with the idea of the first woman in Islam. Through their clothing line, the founders hope to promote unity, family values, and community among Muslim consumers.
The visual branding and marketing for Gerai Hawa was developed by the creative studio SANROK, where I worked as a project manager in 2020 - 2022. Besides managing the project and bridging SANROK’s internal team to the client, I helped conceptualising the brand vision, brand concept, and brand guidelines through copywriting. SANROK Studio helped shape the overall aesthetic identity and messaging to appeal to modern, fashion-conscious Muslims aligned with the founders' religious values.
The SANROK team drew parallels between the Islamic concept of Hijrah and the life cycle of a butterfly. Much like a caterpillar going through metamorphosis to become an adult butterfly, they saw Hijrah as a transformative spiritual journey happening in stages throughout one's life. The first stage is being nurtured into life within our families. Then we grow into independent individuals, learning, making mistakes, and charting our own path through self-discovery.
Later on, we may take a reflective step back and consciously work on improving ourselves to align with higher spiritual ideals that transcend the day-to-day. Finally, through devotion, wisdom, and tranquility of mind and soul, one can reach a sense of fulfilment, balance, and completion. Just as a mature butterfly symbolises the cyclical permanence of life, SANROK team envisioned Gerai Hawa's brand message conveying Hijrah as a metaphor for the full blossoming of human potential guided by Muslim faith. They designed the branding to evoke those inspirational qualities through visual storytelling.
All visuals are from sanrok studio.
Blessed Life, Blissful Family.
Gerai Hawa tagline strongly represents its value throughout the years. With love for family and Allah SWT as the foundation.Through Muslim communities, Gerai Hawa aspires its customers to build a strong bond between themselves, their family, and the Creator.
Credits
Art Direction
Tito Yusuf
Project Manager
Tika Pratiwi Sufyan
Senior Design
Triandi Purnama Ramadhan
Design
Satrio Desdiandy, Ryan Bagus Irawan
Copywriting
Wordshelf Studio, Tika Pratiwi Sufyan