Bukahati rebrands to Bukacerita following Path Finder Group tie-up

Brand agency Bukahati, has renamed itself as Bukacerita. The agency announced the name change in a series of social media posts, which also shared its new brand vision.

The renaming comes in tandem with the firm's new partnership with Singapore-based company, Path Finder Group. It was previously a part of the Ambilhati Network and FAB Indonesia.

"The renaming to Bukacerita was prompted by a strategic desire to better reflect the brand's evolving identity, values, and mission. The name which translates to 'open stories' or 'to tell stories' in Indonesian, suggests a stronger emphasis on storytelling, openness, and emotional connection," Andrian Wiranata, CEO of Bukacerita, told MARKETING-INTERACTIVE.

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While the agency has decided to maintain its heart-shaped logo used with its former name Bukahati, it has refreshed its brand identity with the addition of two bold quote marks, as a symbol of voice, discussion and storytelling.

Wiranata said that the agency chose to retain the heart-shaped logo from Bukahati as a symbolic bridge between its past and future. "While our name has evolved to Bukacerita, the heart remains a powerful visual anchor, representing sincerity, empathy, and the emotional core of every story we tell."

"That includes the values that continue to guide us. Openness, understanding, and a fresh perspective. Keeping the heart symbol ensures continuity while giving new meaning to its presence under the storytelling-driven identity of Bukacerita," he added. 

Wiranata also confirmed with MARKETING-INTERACTIVE that there were no major leadership changes as of now, in association with its renaming to Bukacerita. "The rebrand reflects a strategic evolution, not a structural big change, meaning the core team and leadership remain the same. There is just slight change in top leadership, but almost the rest of the team remain the same," he explained. 

One of the main top leadership changes includes Wiranata himself, who was previously the creative business director, now the CEO. His role of creative business director has been split in two, with the new creative director being Imelda Thaher. The agency is still on the lookout for a new business director. Serving alongside Thaher and Wiranata, is Stella Fie as the agency's account director. 

The brand agency is beginning its new journey as Bukacerita, with PT Glico Indonesia, by handling the Glico, Pocky, Pejoy, Pretz, and Alfie brands.

Founded in 2023, the agency has also had experience working with brands such as Burger King, JF The Skin Specialist, and Pertamina. Additionally, it has also handled major brands including My Baby, HealthyWay Kids, Bodrexin, Polaris, and Vidoran, from one of the country's largest consumer goods company, PT Tempo Scan Pacific.

Earlier in 2024, Tempo Scan partnered with the agency for its new #TEMPOSCAN100PERSENINDONESIA campaign. The campaign aimed to provide essential support to Palestinian children affected by conflict. With every purchase of Tempo Scan products, the brand will contribute Rp 100 per product.

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