Drawing the idea of warteg as places where people buy their meals, for lunch, dinner, and even breakfast, Wowteg is the modern concept of such. It is part of Sour Sally Group, and as a new brand, it aimed to enter the market at the right mark. Wowteg worked with Milestone in its branding project, creating the brand from the start including its personalities and core communication.

Market research was conducted prior to starting the project. It was essential to see how the target audience would see a modern warteg as Wowteg in comparison to the conventional one.

This was especially in terms of price range and elements to keep or to improve in a warteg. The result later established a foundation for Wowteg identity and how they are implemented in design.