The Ultimate Guide to Brand Consistency
28 May 25
Indonesians have a deep passion for coffee and with the country's rich coffee-growing regions, we are fortunate to experience it straight from the source. Today, high-quality Indonesian coffee beans are widely available and easy to find. In Jakarta, the growing number of coffee shops makes it easier to enjoy a great cup of coffee every day.
Kopi Tuku successfully popularized the local coffee shop concept in Jakarta. Tuku was first established in 2017 as a pioneer in the local coffee scene. From humble beginnings, the brand has grown through persistence and built a strong presence in Jakarta’s coffee culture. Known for its iconic and affordable kopi susu, Tuku has not only shaped the Cipete neighborhood but has also become a major player in the industry and beloved name among coffee lovers. With all its success over the years, one question remains: what kind of consistency has helped the brand grow into one of the country’s leading local coffee brands?
The answer lies in how Tuku’s founder, as he built the brand from the ground up. Fueled by his passion for coffee, he experimented with countless combinations of coffee and sweeteners. His breakthrough came when he discovered the perfect blend of coffee and palm sugar, an idea inspired by traditional cendol street vendors. This combination of coffee, milk, creamer, and palm sugar eventually became the iconic Kopi Susu Tetangga.
To strengthen its brand identity, Tuku introduced the slogan "Kopi dari Kita untuk Kita", reflecting its mission to connect with local customers through a deep appreciation of Indonesian culture. This philosophy is also embodied in the name of its signature drink, Kopi Susu Tetangga. The name captures the spirit of community and the local tradition of bonding with neighbors over a cup of coffee.
On its Instagram account (@tokokopituku), Tuku shares meaningful narratives behind each milestone, treating its audience like close friends, calling them #TetanggaTuku. Whenever a new branch opens, the brand introduces it with the hashtag #BertetanggaBaik, reinforcing its community-first values. Tuku’s organic approach to engagement highlights how authentic and genuine the brand truly is. Instead of relying on heavy promotional marketing, Tuku focuses on storytelling, sharing a journey that continues to grow alongside the community it serves.
Marking nearly a decade of growth, Tuku has secured the naming rights to an MRT station, a long-time dream nearly six years in the making, even before the station officially opened. After years of saving and investment support from the team behind Kopi Tuku, the brand became the first food and beverage company to achieve this milestone. MRT Cipete Raya Tuku not only celebrates Tuku’s journey as a brand that helped shape the Cipete neighborhood, but also marks its evolution into a leading local coffee brand with an impact that now extends far beyond its roots.
Since then, Tuku has successfully fostered the sense of togetherness they set out to create. Through its brand communication, design, packaging, and services, the brand consistently conveys simplicity and warmth that resonate with the Indonesian market. The brand has grown through ideas and feedback from the community to develop and improve the brand. Tuku stands as a great example of a brand that values consistency to build long-term relevance and resilience in a fast-changing and highly competitive market. If you want to learn how to maintain brand consistency more effectively, collaborate with Milestone to discover the best strategies to achieve it.