In the past history of Indonesia, Paragon has played a big role in changing the future of Indonesia society, specifically Muslimah. Paragon, the market leader in Indonesia beauty industry, started its journey almost three decades ago by launching its very first brand, Wardah. A life changer brand for most of nowadays Muslimah (women who follow Islam) life in Indonesia. Back there, Muslimah with hijab was seen as unfashionable, conventional and somehow different in Indonesia society. Then, Paragon fulfilled its calling to restore Muslimah confidence by showcasing the true beauty of Muslimah in hijab and confirming the universal beauty of every woman is from within.

Now, once again Paragon follows its calling to transform Muslim (men who follow Islam) life by creating men’s grooming product, Kahf.

Challenge

Born in the most populous Muslim Country, Paragon Technology and Innovation aimed to launch a men's grooming brand, Kahf, with halal as its unique selling proposition. However, in the middle of our project, the Ministry of Religion Indonesia launched new regulations that obligate Halal Certification in every product with direct use to the human body. One of its personal care products.

If every product is Halal in the future, then what will make Kahf different? Also, the biggest question is how Kahf will give the foremost solution for Muslim and society in general?

“The need of men’s personal care products are increasing though many a man has not found products that fit their aspirations. Therefore, Kahf is here to answer it. A personal care brand that halal, natural, and good with modern design as a solution for nowadays men. Kahf comes to give the best personal care experience with high-quality ingredients.”

Salman Subakat
CEO of PT Paragon Technology and Innovation

The Main Insight

Unlike Muslimah, Muslim has a different problem. More than a decade, most news about Muslims in mass media has been coloured with threatening activities and make them look like an old-fashioned and narrow-minded tribe. While, in reality, the biggest segment of Muslim in Indonesia is moderate, tolerant, and open-minded. They live harmoniously side by side with people from different religions or even cultures. Instead of being exclusive, they tend to be inclusive. Instead of choosing to live happily in heaven or in the moment, they choose both of them. Qur'an calls them the balanced community, and we call them the Balance-Muslim. 

Interestingly, this Balance-Muslim believes Islam should not be apart from human life in general. Just like Prophet Muhammad, their ideal example of Muslim. Instead of technical Islamic terminology, they prefer common words to address the value behind the terminology. Because they believe that Islam is universal and being halal means universal goodness. Thus, when they want halal products they actually want everyone to benefit and understand this is a consumer good that is being pursued by customers in category rather than for Muslim only.

Ideas

Kahf is here to be the voice of Balance-Muslim in nowadays setting. Those in moderation who continuously learn to be a better self and spread positivity to its surroundings which are also in line with universal Islamic principle. By any chance this brand may also resonant to some men in general who are not Islamic followers. It aims to make every Muslim and men in general are well-groomed so they can always be welcomed, anywhere they go.

Then, we use Universal Islamic Principles and translate it to nowadays value. We stick to the good behavior of Prophet Muhammad as the ideal direction of this brand.

Healthy Masculinity 
Kahf masculinity is inspired by Prophet Muhammad. He possessed a noble behavior during his life, and no one ever questioned his masculinity. He is a successful entrepreneur, an influential leader, and a world-changer. Though he was known as a loving father, a soft-hearted Guru, a patient husband, a humorous best friend, a well-mannered citizen, and most of all as a human being he also cried. He also excels in a wide range of interests, like a horse race, swim, archery, and many more. As people are more aware of toxic masculinity, Kahf will reintroduce the healthy masculinity once showed in Prophet Muhammad's masculinity.

Do Not Exaggerate 
Most of the current men’s grooming products in Indonesia's FMCG market are having strong formulas and scents. Kahf uses a friendly natural formula with no harmful ingredients and has a soft scent which considered unisex. Which intended to promote peace of mind once worn by men. It aims to be the brand that is ‘approved’ by women since men’s personal care is highly influenced by women (mom, wife, and sisters).

Less is More
Unlike most of the existing FMCG products in the market, Kahf is designed in a minimalist approach with the modern-humanist personalized typeface, Kahf Sans Std. We use green spectrum in a natural setting as Kahf brand color because it is the most frequently used in Mosque and turns out it is also Prophet Muhammad's favorite colour. Green as a concept represents life. It symbolized the mixture of the color of God’s light (Nur), Yellow, and the color of earth, Blue.

The Horizontal Line

The horizontal line symbolizes the horizon and the balance in Kahf. Starting as a thin line which stands on the middle height of our typography, it can expand for as much as needed, or else subliminally induced in a landscape of nature. Please note that the need for this expression will vary from time to time. A common use in our layout is as a natural border between solid colors and the texture or photography.

Logo

Colors

Accurate and precise use of brand colors in communication helps build a clear and unique brand image.

Kahf's signature
Nature Green, Beige Sand, and Black Stone convey our most distinctive and striking colors; it is mandatory to use these palettes across all brand activities.

Layout System

The grid system helps maintain a consistent visual identity for the Kahf brand. It is fundamental to the overall design scheme, creating a common link between the prints produced for each art form. A set of grids, sharing the same units of measurement, has been developed to cope with the breadth of Kahf marketing material. Grids bring order to the page; they are the structural foundation for the consistent organization of all graphic, text, and photographic elements. The column grid is made up of the underlying grid, divided into six columns. It creates the ideal framework for marketing literature.

Iconography

Made from outlines humanist, rounded edges, and scaled proportionally. Kahf iconography assets are designed with precision. They are pixel-perfect and unique, designed for optimal visibility and recognition.

Typography