The Harvest

The Harvest, one of Indonesia’s established patisserie brands, approached Greater Group to refresh its retail identity for a younger audience, using its Pluit flagship in Jakarta as the pilot for a new concept and design guidelines for future locations. The challenge was to evolve a familiar and recognisable brand without losing the equity it had built over time. The new concept needed to feel younger, warmer and more contemporary, while remaining grounded in The Harvest’s established identity and heritage.

Greater Group was engaged to develop the concept from customer experience strategy and space planning through to joinery design, material specification and environmental graphics, supported by schematic drawings and graphic implementation guidelines. The Pluit flagship became an opportunity to define the next generation of The Harvest’s retail experience, creating not only a new design language, but a documented framework that could guide its application across future stores.

Greater Group structured the concept around four stages of the customer journey: Attract, Experience, Transact and Delight. Hero displays draw customers in, clearer category planning simplifies discovery, dedicated transaction areas improve purchase and collection, and dine-in spaces encourage customers to stay.

Separate flows for dine-in, takeaway and delivery couriers respond to how the business actually operates, while a theatrical kitchen and workshop table for personalised gifting introduce more interaction and experience into the traditional bakery format.

The visual identity evolved alongside the journey. Japanese contemporary and Memphis influences introduced a younger design language, while rose gold built on The Harvest’s established palette rather than abandoning it. The resulting materials, graphics, fixtures and planning principles formed a new design language that could extend beyond the flagship.

The Pluit flagship established a new retail expression for The Harvest, more contemporary, experiential and relevant to a younger customer while retaining the recognition of the established brand. More importantly, the concept extended beyond the flagship itself. The Harvest adopted the design language developed by Greater Group as a reference for subsequent locations, carrying elements of the new identity, customer experience and spatial approach into its wider network. The value of the project was therefore not simply one transformed flagship, but a new retail direction strong enough for the brand to take forward and apply to future stores.