“Out Sugar” Visual Rebranding by Seraphine Beatrice Soetedjo

Out Sugar is a home-based traditional cake and dessert brand established in 2022 by Chef Kezia Tifanny. The brand was founded from a commitment to offer healthier alternatives to traditional Indonesian desserts without compromising their familiar taste and cultural appeal. Drawing from the founder’s experience as a chef and educator at Ragi Academy, Out Sugar develops lower-sugar interpretations of traditional cakes by combining carefully selected ingredients with contemporary preparation methods. This approach allows the brand to preserve the essence of familiar Indonesian desserts while adapting them to the preferences of health-conscious consumers.

At its core, Out Sugar seeks to create a mindful and comforting way of enjoying nostalgic desserts. Rather than presenting healthier desserts as a complete departure from traditional indulgence, the brand reinterprets familiar flavors and memories through a more balanced approach to sweetness and ingredients. Through its products, Out Sugar brings together the values of health, warmth, and nostalgia, creating desserts that remain enjoyable while encouraging a more conscious relationship with food. The brand therefore positions traditional desserts not only as culinary products, but also as a medium through which personal memories, cultural familiarity, and contemporary approaches to well-being can coexist.