Year

2022

Client

Delapan Textile Store

Role

Creative Director

Location

Surakarta, Indonesia

The Challenge

Ratih(38), a former garment designer in Surabaya who returned to her hometown of Solo in 2024, wanted to open a shop that sold carefully selected fabrics—not just mass wholesale. Ratih had a real problem: her stall was small, squeezed between larger stalls, and she had limited capital for promotion. Her only weapon was an unforgettable visual identity.

The Concept

Delapan is not just a number. In Javanese numerology, the number eight symbolizes abundance and endless cycles. In Chinese symbolism, it is eternal good fortune. In geometry, it is the lemniscate—the symbol of infinity. One number, three worlds.

The Delapan brand concept is built on the philosophy of “Heritage Revived.” The fabrics sold are not just merchandise—they are cultural stories brought to life with fresh visual energy. The GrannyWave style was chosen because it perfectly bridges two worlds: the aesthetics of our ancestors (batik motifs, traditional weaving, embroidery) meets the bold colors of today’s generation. The result is a brand that feels both familiar and fresh—something that can appeal to both 20-year-old and 60-year-old buyers.

Visual Symbolism & Anatomy of the Design

The number “8” is the visual soul of this brand. The inspiration draws from references such as the floral monogram number 8, which integrates floral and vine ornaments into the number’s structure:
Basic shape: Number 8 — two perfect circles stacked on top of each other, symbolizing an unbroken cycle (infinity ∞)
Motif filling: Inside the number 8 is a kawung batik motif (four circular slices — a symbol of eternity and purity in Javanese culture), while the outside is decorated with flowing, broken parang vines
Typographic reference: Serif font style “Lora”

The Impact

Premium-designed price tags (mini-8-shaped swing tags) make Delapan products feel like a boutique brand, not a typical market stall — enhancing the brand’s perception Value and courage to sell at a price 15–20% higher than the average surrounding kiosks