Bujangi
Bujangi is a newly established hot pot & grill restaurant brand based in Blitar, Indonesia, specializing in authentic Chinese hotpot. From pot selection and soup bases to ingredients, sauces, and drinks, every element is crafted around the distinct taste preference of Bujangi-style hotpot—bold, communal, and expressive.
Industry
Restaurant & dining
Services
Challenge
Building a new brand around sharing and community.
As a new restaurant concept, Bujangi needed a clear and distinctive identity that could communicate more than food. The challenge was to create a brand that emphasizes togetherness and community—while supporting a pay-as-you-take dining model that encourages freedom, interaction, and shared experience.
What We Did
Mahardhika developed a brand concept rooted in bonding through food and authentic Sichuan-inspired flavors. The visual direction was designed to express warmth, energy, and togetherness—reflecting moments shared with family and loved ones around the table.
To enrich the brand experience, we introduced a vibrant visual system inspired by nature. Elements such as flowers, leaves, flamingos, and birds perched on branches were incorporated into murals and interior graphics—creating a lively, refreshing environment that feels open, relaxed, and full of vitality.
This combination of bold culinary identity and expressive visuals helped shape Bujangi as more than a restaurant—positioning it as a social space where dining becomes a shared, memorable experience.
Outcome
Bujangi launched with a distinctive and inviting brand identity that clearly communicates its values of sharing, community, and authenticity. With a lively visual system and a clear experiential concept, the brand stands out as a fresh hot pot & grill destination—offering diners not only flavorful food, but a place to connect and enjoy together.
Let's build brand clarity with purpose!
