The Spirit of the Jalak Bali

When less becomes more.

This concept redesign for the Balinese Arak brand KARUSOTJU explores the strength of simplification by bringing forward the brand’s most iconic symbol: the Jalak Bali bird, a rare and protected species native to Bali.

Instead of adding more decorative elements, the design removes visual noise and lets the embossed bird illustration become the centerpiece of the label. A clean white textured paper was selected to echo the bird’s pure white feathers and Bali’s pristine natural water sources, allowing the illustration to appear subtly through light and shadow.

A metallic blue accent placed around the bird’s eye becomes the brand’s signature detail. This blue element extends beyond the label and transforms into a flowing wax seal on the bottle neck, creating a visual bridge between the illustration and the packaging structure.

To reinforce premium perception and highlight aging, two material expressions were developed: a pure white embossed edition and a gold foil edition. Both versions maintain a restrained and elegant visual language while enhancing the bottle’s presence on the shelf.