Delish

The HoReCa channel in Indonesia, hotels, restaurants, and cafes, runs on a set of products that most consumers never really notice. Syrups are one of them. They go into drinks, behind the bar, into the back of the kitchen, and the brand on the bottle rarely becomes part of the experience a customer has. That is the default state for most syrup brands in Indonesia. The bottle exists to hold the product, not to mean anything.

Delish decided to work against that default. As a local syrup brand designed for cafes and restaurants, the product needed to be visible on the retail side and presentable enough to sit on a counter or behind a bar without looking like it belongs in a supply closet. The brief was specific: packaging that would actually hold its own when displayed in a cafe setting, across multiple flavor variants.

Delish had no packaging sticker design that could carry the brand in a retail or display context. The product existed. The visual representation of it did not. For a syrup brand competing for shelf placement in specialty cafes and retail outlets, this is a significant disadvantage. A cafe owner choosing which syrups to stock and display is making an aesthetic decision as much as a practical one. If the bottle does not look right on the counter, it does not make the shortlist regardless of how the syrup tastes.

The multi-variant nature of the product added scope to the problem. A single packaging design that works for one syrup flavor needs to scale across the full range without requiring a completely different design for each variant. The system has to be coherent enough that the whole lineup reads as the same brand when displayed together, and distinct enough that each flavor is immediately identifiable.

Arterie developed a custom illustration system for Delish that functions as the core of the packaging across all variants.

The illustration was created entirely by hand, without AI generation, designed specifically for the Delish brand rather than adapted from a stock style. This distinction matters for a brand in the HoReCa channel where visual originality is part of what justifies a premium price point. An illustration that looks like it could belong to any brand does not do the same work as one that looks like it was made for this product.

The system was built to scale across the full variant range. The illustration language is consistent enough that the full lineup reads as a family on a shelf, while each flavor carries enough visual differentiation to be recognized quickly. For a cafe owner who has multiple Delish variants on display, the packaging becomes part of the visual identity of their space rather than a logistical item sitting in the corner.

A complete packaging design system for a local Indonesian syrup brand targeting the cafe and restaurant market, built on a custom handmade illustration that can be applied across the full product range. Delish now has packaging that belongs on a cafe counter rather than staying hidden behind it.

For F&B brands in Indonesia looking for packaging design that works in the HoReCa channel as both a product identifier and a visual asset for the venues carrying it, this project covers what building that kind of system looks like.