Background
Agungsari company is founded in early of 1990s. Starting from 2003, Dua Kuali (Agungsari’s brand for Indonesian spices and instant recipe products) is launched to answer the challenge of providing homey natural Indonesian dishes anywhere and instantly.
Indonesian dishes are unique and delicious, however some of these wonderful dishes need time to marinate or to prepare them thus they can’t be done instantly within minutes. In addition, most of Indonesian cuisines use common ingredients including herbs and spices that can be found easily and cheap in Indonesia but might not be available in other country or regional across the world.
Based on these facts, Agungsari tries to capture the niche market. Each pack of Bumbu Dua Kuali is made from natural and mostly are fresh ingredients, based on our authentic recipes and then processed traditionally yet hygienic, so we ensure that our taste is the closest to your favorite home-made Indonesian dishes.
Target Market
The target market of Dua Kuali is anyone who demands an instant Indonesian dishes yet natural and hygienic that can arouse the feeling of being home while they are away. And also targeted for small family or just-married-couple who need home-made Indonesian dishes ready within minutes when they got home after having a tough day in their office.
They simply need to follow the short direction on the back of each pack of Dua Kuali and Indonesian dishes will be ready within minutes in their dining table.
Logo philosophy
The logo of Dua Kuali consists of two wide-mouthed clay pots (Dua means Two and Kuali means clay pot for cooking). In ancient Javanese culture, Kuali (or wide-mouthed clay pot) is the primary tool for cooking. Back at that age, as wives, women were not allowed to go to work or to school, thus their activities limited. Cooking was one of their favorite activities and they were proud if they can cook and prepare great meal for their husbands, as part of showing respects. Thus, ‘Kuali’ has an important role within a family. To prepare delicious foods as part of showing respects and bring happiness in their lives.
Dua Kuali would like to share the same philosophy as well. That is why we use Kuali as our logo. But why use 2 Kuali instead of 1 Kuali? To symbolize that there are 2 groups of people who are important to us.
The first is the employees of the company. The first ‘Kuali’ is for being a great company that the employees can rely their lives on. We work as a team and we live as a big family.
And the second is our partners (resellers) and consumers. The second ‘Kuali’ is for being a great company that produce quality natural food products for everyone. To provide good value for money for our consumers as well as to generate good returns for our partners/resellers.
Colors Philosophy
The colors used for packaging design have philosophy meaning for us and eventually can express our spirit and values to the consumers.
Golden Brown & Green
Blue
Yellow & Orange
Black & White
Red
Our Vision
to provide quality natural food for everyone at good value for money while assuring good returns for company and employee as well.
Our Mission
to practically deliver homey Indonesian cuisines anywhere while maintaining the freshness of the natural ingredients as well as to share and promote Indonesian cuisines worldwide.
Our Values
Perseverance
excelLence
innovAtion
Trustworthiness
tEamwork
