Saung Angklung Udjo

Nature and culture in harmony

Located in Bandung, West Java, Saung Angklung Udjo, commonly abbreviated SAU, is a renowned tourist destination centering on performance arts and cultural conservation. It serves as an educational laboratory and training center for preserving the Sundanese culture — angklung in particular. The bamboo musical instrument is an important part of the Sundanese culture and needs to be widely introduced and passed on to the next generation. Mang Udjo, the founder, created the place with Sundanese values and norms as its foundation. Its values are mutual assistance and environmental conservation for people’s welfare.

A six-year collaboration

Between 2007 and 2012, we had the opportunity to partner with Saung Angklung Udjo in enhancing the SAU brand, helping turn it into the brand that many Indonesians and foreigners love today. During our first year, we focused on building the brand’s identity right from the scratch. Then, the real hard work, albeit creatively challenging and fun, began shortly after that. Besides producing every visual output in the company’s marketing communication, we also helped the company focus on the communication that caters to a wider audience, especially younger ones.


During our collaboration with SAU, we developed several major events to cultivate young people’s interest in the Sundanese culture, such as “Awi-Awi Mandiri”, in association with Bank Mandiri in 2009 and 2010, and “Angklung Resital” with Bussan Auto Finance, also in 2009 and 2010.