Megantara: A Case Study in Cultural Branding and National Mascot Design
Services
Project
Year
Website
Challenge
A Mascot for PSSI's National Competition
In modern branding, a mascot is more than just a character—it’s the living embodiment of a brand’s values and story. When Garuda Indonesia launched a nationwide mascot design competition, the stakes were high. The goal was to find a character that could represent the national team on the world stage, a mascot that was both a symbol of Indonesian pride and a relatable figure for a global audience. The main challenge was to create a design that could resonate with younger generations without losing its connection to a rich cultural heritage.
This project was a true test of a creative studio’s ability to blend deep local understanding with a globally appealing visual language.
The Creative Pipeline
From Sketch to Symbol
Our design process was guided by our Alter Lokal philosophy: global in quality, local in soul. We combined extensive cultural research with an analysis of global visual trends to create a character that felt both traditional and contemporary.
Key visual elements we focused on include:
- A Sporty-Modern Outfit: We blended athletic wear with casual youth fashion to make Megantara feel current and relatable to a modern, active audience.
- Energetic Expressions and Posture: We developed a wide range of poses and expressions to ensure the character could convey emotion and storytelling without words.
- Local Cultural Details: We carefully incorporated subtle nods to traditional Indonesian patterns and a vibrant color palette, ensuring the character’s roots were clear and authentic.
The production followed a detailed pipeline, starting with character concept sketches and moving through pose exploration, color finalization, and finally, full development into a high-quality 3D model. This process ensures that the character is not only visually stunning but also fully equipped for a variety of media platforms.
Final Thoughts
A Mascot for the Future
With Megantara, we believe we didn’t just design a mascot—we created a bridge between Indonesia’s rich cultural heritage and its future. This project highlights the power of visual storytelling to make a local identity more recognized and celebrated on a global scale. It’s a symbol of how a country can step onto the world stage with a character that embodies its history, its people, and its creative pride.