New Logo, Identity, and Packaging for Tjitarum by Sereal

Tjitarum (pronounced “chee-TAH-room”) is a small souvenir shop in Bandung, West Java, Indonesia — and, for western readers, the use of the word “souvenir” may be a bit of a lost-in-translation thing, because in practice this is more like a thoughtfully curated bakery/café that carries a lot of cultural weight. Named after the Citarum River — one of the region’s most important cultural and geographic lifelines — Tjitarum draws inspiration directly from the history of tarum (indigo), a natural dye that has long shaped the visual language of Sundanese culture, from textiles to trade routes to everyday life. Described by the team as a modern oleh-oleh store that “revives the unseen charm and beauty of West Java through creation, flavor, and memory,” the brand is rooted