The MAAF Project
Award: Shortlist
Shortlist / Branding / Campaign Branding / 2021
Eid Al-Fitr is a day of forgiveness. Indonesians spend the day meeting relatives to exchange handshakes as a gesture of apologising for wrongdoings. But when the pandemic hit people had to stay at home, and the tradition was forced to stop. The MAAF Project was set up to answer the problem, creating a new form of Maaf (meaning sorry in English). Twelve curated products from four local brands were transformed into forms of apology people could send out to anyone. Labels were changed into limited-edition designs, each with a dedicated space for MAAF note personalisation.
