“Siomay Doa Mama” Visual Identity Rebranding by Raphael Airlangga Anvatra Darpasurya Parhansjah

Siomay Doa Mama is a culinary MSME established in Malang in 2012 by Ratna Dwi Suhartati and her husband, Widodo. The business uses a secret family recipe passed down from Ratna’s mother and is located in Blimbing, Malang, East Java. The name “Siomay Doa Mama” represents a mother’s prayer and blessing, symbolizing the hope for success.

The business started with two people and has grown to five employees. The owner’s motivation is to remain active while being able to work from home. To maintain product quality, Siomay Doa Mama uses high-quality ingredients with minimal additives.

Its main uniqueness lies in its large and dense products, including bowl-shaped pentol, siomay-filled tofu and eggs, as well as unique batagor variations such as fried eggs and potatoes coated in batter. Its target audience is mainly 20–40 years old, as the products are priced slightly higher than average market prices.

Siomay Doa Mama aims to introduce Bandung-style food with a distinctive Malang identity, particularly through its taste, shape, and visual branding. Its main logo uses red and black: red represents the Bapang mask, a cultural icon of Malang, while also symbolizing appetite and energy; black gives an elegant and classy impression.

The brand’s visual elements are inspired by its food products, such as siomay, pentol mangkok, potatoes, bitter melon, eggs, tofu, and cabbage, combined with Malangan Bapang mask motifs. The overall visual style uses a bold outline to create a distinctive and recognizable identity.