Jiwa is a destination restaurant concept created for a luxury resort setting, inspired by fire, sun, and the elemental energy of its environment. Named after the Indonesian word for soul, the brand draws from warmth, movement, and emotional connection, with a strong sense of ritual, atmosphere, and place.

I developed the visual identity for Jiwa through an exploratory, hands-on process that began with custom calligraphic studies and logo exploration. This led to a fluid wordmark in a deep red hue, chosen to evoke heat, intensity, and the color of the soul at sunset. The final direction balanced expressiveness with restraint, resulting in a cohesive identity that felt cinematic, refined, and aligned with the expectations of luxury hospitality.

The identity was applied across menus and key guest touchpoints, reinforcing Jiwa’s emotional tone and creating an experience that felt immersive, intentional, and grounded in its setting.