Designata

Tango, one of Indonesia’s well-known wafer brands from OT Group, developed Walut, a new coated-wafer product created primarily for younger consumers. Our role was to build the new brand from the ground up, covering brand naming, brand identity, character development, illustration, and packaging design.

The name Walut was derived from “Wafer Bersalut”, Indonesian for coated wafer, creating a short, memorable name that directly connects to the product while giving it a personality of its own.

Because the product was planned to expand into different fruit-flavored variants, we needed a brand character that could naturally connect the product with fruit while remaining fun and appealing to children. This led to the creation of a playful monkey character that became the central personality of the brand.

The monkey was designed as more than a packaging mascot. His appearance can change through different accessories, expressions, and visual situations to represent different flavors and campaign themes. This gives the brand a flexible character system that can grow across future product variants, packaging, advertising, and other brand communications without losing recognition.

The brand identity follows the same playful direction. A free-flowing logo and expressive graphic language give Walut a fun, energetic personality, while the character creates an immediate emotional connection with its young audience.

For the packaging, we needed to communicate the coated wafer, cream filling, flavor, and character within a relatively narrow pack format. Product-focused digital imaging was developed to highlight the wafer layers and coating, while distinctive colors and fruit cues help differentiate each flavor variant.

The final result is a scalable FMCG brand and packaging system where naming, character, identity, and packaging work together—giving Tango Walut a distinctive personality that can expand naturally across new flavors and future communication campaigns.