PT Sparindo Mustika

PT Sparindo Mustika has been around long enough that its brands have lived in Indonesian bathrooms for decades. BDL, the papaya face soap that essentially invented a category in Indonesia, sits on modern market shelves nationwide alongside Flacenta body lotion and Nosy, the brand's personal care and vehicle cleaning line. The company manufactures everything in its own factory in Tangerang under BPOM standards, holds Halal certification from MUI, and distributes across the country and into export markets. These are not emerging brands trying to find their footing. They are established products with real shelf presence and loyal repeat buyers.

That kind of legacy is genuinely valuable. It is also, if left unattended, exactly how a brand ends up looking like it is still living in 2009 while its target market has moved on entirely.

The brief Arterie walked into was straightforward on the surface: three brands, outdated packaging, weak digital presence. In practice it was more complicated than that.

BDL, Flacenta, and Nosy had all accumulated the visual language of an earlier era. Packaging layouts that used to look trustworthy now read as dated next to the cleaner, more considered designs filling the same shelf space. The color treatments, typography, and overall product aesthetic were not competing well against the wave of local and regional beauty brands that had arrived with sharper packaging design and a clearer sense of who they were talking to.

The problem extended off the shelf too. Their Instagram and e-commerce storefronts carried that same dated energy. In a category where product photography and feed consistency drive purchasing decisions, especially for younger buyers shopping on Tokopedia or Shopee, the gap between the quality of the actual product and how it looked online was costing them. Consumers scroll fast. A product that does not look the part rarely gets a second look.

For a branding agency in Jakarta working with FMCG clients, this is a familiar pattern. Established Indonesian beauty brands often have strong formulations and loyal customers, but the visual layer falls behind. The core product does not change. The packaging design and photography have to do the heavy lifting of keeping it relevant.

Arterie handled packaging redesign across all three brands plus product photography for digital and e-commerce use.

For the packaging work, the goal was not to erase what these brands had built. BDL has brand equity. Flacenta has recognizable equity in the body lotion category. Nosy has its own niche. The design direction updated the visual system for each without cutting the thread to what existing customers already recognized. New typography, a tighter color palette, cleaner layout logic, and packaging hierarchy that actually works when you are looking at a product from a meter away. The kind of packaging redesign that makes a product look like it belongs in a modern market in 2024 without looking like it just launched last month.

The product photography side covered what the brands needed for e-commerce listings and social content. This is where a lot of beauty and personal care brands in Indonesia leave points on the table. A well-shot product image converts better on Tokopedia and Shopee than the same product photographed carelessly. For Flacenta's body lotion variants and BDL's skincare range, Arterie produced photography calibrated for both the platform thumbnail sizes and the more expanded lifestyle feel that performs on Instagram.

Three brands with dated packaging now have a visual identity that holds up on shelf and online. The photography gives the e-commerce and social team actual assets to work with rather than making do with whatever was available. For Sparindo Mustika, this is the kind of work that protects the brands they have spent years building and opens them up to a consumer demographic that shops very differently from the one they built their original audience with.

For companies looking for packaging design in Indonesia or a creative studio that can handle multi-brand FMCG work including product photography, this project covers what that kind of engagement actually looks like in practice. Three brands, different categories, one cohesive push to modernize how they show up in the market.