The Fashionable Approach to Helping
Indigenous Artisans – A Case Study
By Ian Ong
Client:
Non Timber Forest Product (NTFP)
Challenge:
Position and brand a range of products handwoven by indigenous artisans as an upmarket product worthy of its high quality and, by doing so, ensuring the continuation and proliferation of a time-honoured art form.
Introduction:
The Humanity Forum (THF) was approached by the Deputy Director of Non Timber Forest Products (NTFP) at the end of 2009 for its expertise and experience to help promote authentic indigenous crafts and sustainable livelihoods in Kalimantan.
Since 2008, NTFP has conducted consultations, research, and training activities to cultivate the various cultural art forms, including “Bemban” and Ikat weaving, which were accorded the UNESCO seal of excellence and an award from the President of Indonesia (UPAKARTI) respectively. From there, they were looking for an NGO partner that could help bring the project to the next level.
It is in this capacity that THF was chosen to help achieve the project’s two main objectives:1) To promote cultural identity and forest conservation through genuine indigenous craftsmanship and;
2) To increase the marketability of indigenous crafts and thereby increase income from sustainable forest-based livelihoods.
Solution:
With the kind support of THF’s long-time partner, W3-O Design Lab Singapore, a plan was drafted to help increase the visibility, positioning, and marketability of this upcoming brand. Based on market research conducted in several countries in the region, Borneo Chic was chosen as the label for this range of products.
Not only does this immediately convey the geographical aspect of the products’ origin, it also borrows on the exotic aspect that’s commonly associated with Borneo. Chic, of course, is because the products are all handmade and of a high quality, rivalling and sometimes surpassing those from more established brands on the market. The word “craft” was deliberately avoided as THF did not want to give the impression that these products were just run-of-the-mill tourist souvenirs, but real works of art from true artisans.
A tagline was also created – “Our heritage, your lifestyle” – to accompany the new logo and name. Again, this reinforces the traditional and cultural background of the brand while emphasising the lifestyle approach that makes it acceptable and fashionable to be seen carrying traditionally-woven products.
The brand was also carefully positioned as an upmarket marque to reflect its exquisite quality, craftsmanship, and global appeal. This is done through how the products were introduced to the market, where they can be purchased, and even their pricing.
 Borneo Chic Bags |
 One of proud Borneo Chic customers |
Result:
At the recent Jakarta International Handicraft Trade Fair 2010 (INACRAFT201) where Borneo Chic made its debut, reception from both fellow traders and customers was very positive. A video was shown at the booth to explain the manufacturing process using non-timber forest products to better explain the painstaking work and quality behind every product. But perhaps the best proof of Borneo Chic’s success lies in the numbers, with sales easily hitting the 14 million rupiah mark – and that’s just on the first day alone!
 Borneo Chic booth |
 An overwhelming respond |
 INACRAFT Award 2010 |
 Weaving demonstration by Bu Ani |
All photographs are courtesy of Borneo Chic.
For More information Borneo Chic:
Borneo Chic Official Website:
craft-kalimantan.com
For more photos of Borneo Chic Launch:
http://www.facebook.com/album.php?aid=2058364&id=1106091436&l=7382d93098
