#MemaknaiKesederhanaan with Seporsi Mie Kari
Seporsi Mie Kari transformed everyday simplicity into #MemaknaiKesederhanaan, building an emotionally resonant brand platform that drove 275K views, 14K+ interactions, and lasting consumer relevance.
The Needs
Seporsi Mie Kari was the original, one of the first brands to bring mie kari into its own category. But as the market grew, so did the competition. Copycats appeared, some nearly identical in look and feel. Seporsi needed more than a good product. They needed a reason for people to choose them, come back to them, and remember them — not just as a mie kari place, but as a brand with something to say.
The Insights
The more we looked at Seporsi, the more we realized the brand's strongest asset wasn't something we needed to build from scratch. It was already present in everything they did; a menu that doesn't overcomplicate, a space that feels warm without trying too hard, an experience that simply lets the food speak. Seporsi had always believed that the best things in life don't need to be loud. It should be simple, “sederhana” they said.
That same truth resonated with their audience.
Behind every bowl is a quiet, familiar moment, a meal shared after a long day, a small comfort on a rainy afternoon. People weren't looking for something “premium” or sophisticated. They were looking for something that felt like… them.
The opportunity was to connect the brand's way of doing things with the way their audience moves through the world and anchor both in one idea: that joy lives in simple things. #MemaknaiKesederhanaan.
What We Did
We ran the full BCI framework starting with a Brand Audit to understand who Seporsi really was, then translating that into a Brand Purpose Canvas that gave the team a clear north star. From there, we shaped a brand position and manifesto that brought #MemaknaiKesederhanaan to life, as a lens for every decision the brand makes. That foundation then drove the content strategy, community activation, and partnership approach across social media.
Brand Audit
Brand purpose canvas
Brand positioning
Brand manifesto
Social media strategy
Communication activation
Memaknai Kesederhanaan's Moment
Credit & Source: instagram.com/seporsimiekari
The Results
In less than six months, Seporsi's brand story was out in the world and people responded wholeheartedly. Across social media, the content generated over 275,000 views and 14,000+ interactions. The team secured 12 content partnerships with relevant media and creators, and brought the brand to 6 events and bazaars, including one collaboration outside Jakarta. The numbers reflect what happens when a brand knows what it stands for.
