Ikons

Ikons is the HORECA-focused sister brand to Modulo and Metaphor, specialising in furniture for hotels, restaurants, and cafes. It operates at the professional end of the furniture market, selling to businesses that care about how their spaces look and expect the suppliers they work with to look the part too.

The brand had an existing identity. The problem was that the existing identity was built around pink. Pink is a choice that works in certain markets and for certain audiences, but for a HORECA furniture brand selling to hotel procurement teams and restaurant fit-out designers, it was doing the wrong work. The colour was sending signals the brand could not afford to send in its actual market.

A colour is not just a colour in brand work. It carries associations, it sets expectations, and it positions a brand before a single word is read. Pink, in the context of a furniture supplier targeting commercial buyers, reads as consumer, soft, and in some contexts, niche in ways that close doors before the conversation starts.

HORECA buyers are making decisions about spaces that have to work for years. They want suppliers who feel reliable, considered, and commercially serious. The previous identity did not give them that reading quickly enough. It was not necessarily wrong for a different market. It was wrong for this one.

The brief was not a full rebrand. The brand name, the logotype, and the underlying identity structure all stayed. What needed to change was the colour, and what needed to be added was a stationery system that Ikons could use professionally across its B2B interactions.

Colour changes in brand work are one of the most deceptively complex things to get right. Swap one colour for another without understanding why the original was chosen, and you often end up with something technically different but equally off. The new palette for Ikons was built around what the brand needed to communicate in its actual market context: durability, quality, and the kind of quiet confidence that HORECA buyers associate with suppliers worth long-term relationships.

The stationery system was built alongside the refresh. Business cards, letterhead, document templates, and supporting collateral were all designed to carry the updated identity consistently. For a B2B brand, stationery is not cosmetic. It is the version of the brand that shows up in proposals, contracts, and client meetings. It has to look right.

The deliverables were targeted: updated colour system across the existing brand framework, redesigned stationery suite covering the core B2B touchpoints, and a consistent application of the refreshed identity that reads coherently with the Ikons visual framework.

This was not a from-scratch identity project. It was a surgical fix for a specific problem, with new materials built to make the fixed identity work in practice.

There is a tendency in brand conversations to treat any identity problem as a reason for a full rebrand. Sometimes that is the right answer. Often it is not, and pursuing a full rebrand when the underlying identity is sound wastes time, money, and the equity the brand has already built.

Ikons is a case where the underlying identity did not need to be rebuilt. The name is strong. The logotype worked. The brand just needed the colour corrected and the collateral system completed. That is a different brief, it requires a different kind of precision, and the outcome is a brand that now reads correctly in its market without losing the equity it had already accumulated.

For furniture brands, interior suppliers, and B2B product companies looking at branding agencies in Jakarta with experience in the HORECA and commercial furniture market, this case study covers: brand colour refresh for a market repositioning, stationery and B2B collateral design, and sibling brand discipline for a family of brands operating in adjacent markets.

Not every identity problem needs a new logo. Knowing when to rebuild and when to correct is most of the job, and getting that call wrong in either direction is expensive.