The exponential business growth plan of Berau Energy led the brand expression’s transformation with a bold and exponential brand identity signature. The new brand speaks boldly of its promise of a brighter future by placing strong emphasis on its corporate social responsibility.

Branding Scenario Recapital Group, the leading investment company in Indonesia, formed a holding company for Berau Coal, a first generation coal contractor in East Kalimantan, Indonesia. The new company’s role is to provide financial investment for Berau Coal to significantly increase their coal production capacity in 3 years while improving the company’s on-going community development and environmental management programs around the mining location. In addition, they also plan to develop other energy-related businesses under the holding company. MakkiMakki was appointed to create the company’s brand name and identity including developing the brand’s architecture to anticipate the company’s exponential growth and expansion plan.

Branding Challenge Being Recapital’s subsidiary company, the newly formed company would obviously transcend its parent business’ objective, paradigm and culture. The key challenge for MakkiMakki was how to create and develop the brand’s central idea and platform that not only depicts their bold and aggressive objectives, it must also reflect the parent brand’s long-standing reputation with its own distinct brand signature.

Branding Solution The critical part of MakkiMakki's strategic recommendation was the proposed brand vision that clearly articulates the business' new direction and intent along with clearly defined brand mission statements underlining their strategy and focus in developing better and more responsible energy, and their commitment to a greater role in corporate social responsibilities: "Enabling a better life through exponential energy transformation".

The recommended Berau (the mining site) brand name, in the absence of  a "coal" descriptor, was one of the key strategies in owning and pronouncing the business' core equity: its richly abundance of coil reserve's site. Aside from its well known reputation as the nation’s 5th largest coal producer company, and completely straying away from stereotypes, Berau Energy brand name stands a greater chance for highest brand recall with a clear description of its business focus.

Berau's distinctively bold brand identity, a well-crafted "B" and "E" letters staged in an exponential gesture, identifies and expresses the business' exponential growth plan, the brand's well defined vision and its strong emphasis on corporate social responsibility as pronounced by the use Berau White and Green on predominantly black background. The brand’s expression system was developed to communicate and pronounce the company’s seriousness and aggressiveness in responsibly developing and managing energy reserves for a fruitful future, hence “Better Energy, Brighter Future” brandline.

Berau Energy was well received when it launched the brand and announced the business’ initial public offering to the capital market and prospective domestic and foreign investors.