Doughzen is a Jakarta-based donut & drink brand offering comfort, fun, and modern indulgence. Known for soft donuts and unique drink pairings, Doughzen connects with young urban audiences seeking snacks that feel familiar—yet refreshingly new.
MANAGEMENT
Background
As a modern donut and beverage brand targeting Jakarta’s young urban crowd, Doughzen needed a digital approach that was relevant, creative, and conversion-driven. Through an integrated service from social media management and content creation to campaign execution, we crafted a strong, trend-aligned brand identity and an engaged customer community.
Every content piece is designed to boost engagement, expand reach, and turn audiences into loyal buyers.
INDUSTRY
Food & Beverage
YEAR
2025
SCOPE OF WORK
Social Media Management
Marketing Activation
Photography Production
Videography Production
Graphic Design
Brandworks
E-Commerce Optimization
Execution
Bangkit Consulting designed a customized social media strategy that reflects Doughzen’s playful, modern brand—connecting deeply with young urban audiences. We executed consistent, trend-driven content aligned with product launches and seasonal campaigns.
By integrating KOL collaboration, online-to-offline activations, and strong visual storytelling through photo and video, the brand remained authentic and engaging. Daily interaction management and e-commerce optimization further boosted traffic and conversions.
Result
Our social media strategy significantly boosted Doughzen’s visibility and engagement. The Instagram account reached over 2.7 million users, generated 226.6K+ profile visits, and drove 87.1K+ link clicks to ordering platforms and e-commerce.
Through creative content, product launch moments, and campaign activations, we successfully built an active digital community and drove sustained growth in a competitive F&B market.
ACTIVATION
New Product Launch
Background
Doughzen introduced the Chocolate Pistachio Kunafa variant to create a unique market proposition. This innovative product combines a modern look, the crispy texture of kunafa, and authentic Middle Eastern taste within a contemporary donut.
This launch represented a strategic effort to target the urban consumer base that demands novelty while maintaining relatability. Backed by a premium visual strategy and strong brand narrative, Doughzen successfully asserted its leadership in the F&B sector as an innovative and highly adaptive brand.
Execution
We launched Doughzen’s Chocolate Pistachio Kunafa utilizing the Think–Feel–Do strategic framework to trigger massive FOMO (Fear Of Missing Out).
The campaign kicked off with viral messaging such as, ‘Orders Overwhelming, Simply Insane!’ which immediately captured attention. This activation was reinforced by mega-influencer One Bite Big Bite, generating an explosion of awareness in a short period.
Content distribution spread organically through UGC (User-Generated Content) and support from culinary media outlets, resulting in massive hype and driving a significant surge in limited-time orders.
Result
The Chocolate Pistachio Kunafa campaign successfully drove a massive wave of organic UGC (User-Generated Content) and media coverage. The resulting euphoria compelled customers and media outlets to fuel the hype without requiring direct, constant prompting.
While the product was initially planned as a three-month limited offering (September–November), overwhelming consumer enthusiasm led to a campaign extension.
The outcome was a sales surge of up to 100%, leading the Chocolate Pistachio Kunafa to officially earn a permanent spot on Doughzen’s menu—a testament to the power of a relevant and emotionally resonant launch strategy.
New Store Opening at Lotte Mall Jakarta
Background
Doughzen launched its newest outlet at Lotte Mall Jakarta as a strategic expansion to target middle-to-upper urban consumers.
To guarantee public enthusiasm and drive foot traffic to the new location, the campaign approach needed to be more than just visually appealing—it had to be capable of generating organic conversation and curiosity.
This necessitated robust offline and online activation to quickly build brand awareness and deliver a truly memorable brand experience from day one.
Execution
Doughzen devised an impactful launch campaign focused on building audience enthusiasm and strategically driving foot traffic to the new location.
The strategy featured a viral collaboration with food influencer Indian Akbar, which successfully amplified reach and generated organic hype across various social media channels.
The launch was anchored by a giant paper bag installation—an iconic photo spot designed to provoke public curiosity while simultaneously reinforcing the brand’s visual identity.
Complementing this, the “Scan & Win 1 Free Donut” activation added an element of surprise and delight, driving digital participation and seamlessly connecting online engagement with physical in-store visits.
Result
The campaign generated significant foot traffic and high audience engagement. Influencer content secured over 248,000 views and 1,349 engagements, demonstrating strong appeal among the digital audience.
The on-site activation successfully attracted new customers while simultaneously expanding Doughzen’s reach to a broader consumer base.
Through a creative approach and a delightful brand experience, the campaign solidified Doughzen’s image as a playful, relevant donut brand perfectly aligned with the dynamic, exploratory urban Jakarta lifestyle.
OPTIMIZATION
Background
Doughzen, a rapidly growing donut brand in Jakarta, sought to enhance its sales performance on the GrabFood and GoFood platforms.
A primary challenge was that existing menu visuals failed to fully represent product quality and appeal, resulting in suboptimal consumer purchase intent. Furthermore, the previous menu hierarchy and bundling strategy were not optimized to maximize immediate purchases or repeat orders.
With a more targeted approach, Doughzen aimed to boost conversion rates through highly tempting visuals, attractive product bundling, and a more strategic menu layout.
Execution
We executed food styling and photography sessions using a fun, eye-catching aesthetic to ensure visual appeal on delivery platforms such as GrabFood and GoFood. Tempting, appetizing visuals were prioritized to capture rapid attention from users.
Concurrently, the menu structure was strategically overhauled, encompassing product naming, a more profitable bundling strategy, and dynamic pricing adjustments based on customer behavior.
All these elements were designed to optimize relevance and maximize conversion across online food delivery channels.
Result
The implemented new visuals, menu structure, and marketing strategy successfully drove an increase in order volume by +962% in just the first five months.
Conversion rates saw a significant uplift, supported by more appetizing visuals and a user-centric menu structure. Furthermore, customer engagement on the platforms became consistently higher over time.
This achievement proves that creative execution paired with a data-driven strategy can deliver a tangible impact on online F&B sales performance, particularly across delivery platforms like GrabFood and GoFood.
DESIGN
Regular
Background
As a donut brand championing the concept of “Super Fluffy Doughnuts,” Doughzen required packaging and menu designs that could visually and emotionally represent its product quality.
Existing design elements failed to fully capture Doughzen’s signature soft texture and playful brand personality, resulting in suboptimal brand recall.
This challenge necessitated a design approach that was consistent, unique, and strongly characterized, encompassing elements from color palettes and illustration style to overall layout. The right design would reinforce brand perception in the minds of customers, while simultaneously boosting its visual appeal for social sharing and in-person engagement.
Execution
“The wave form featured on Doughzen’s packaging is inspired by the look of soft, pliable dough before it is shaped into a donut. This visual element is presented as a distinctive, playful, abstract wave, creating a unique aesthetic while strongly reinforcing the brand’s visual identity.
The form was strategically chosen to affirm Doughzen’s commitment to dough quality, which is the very core of its product excellence. This visual seamlessly aligns with the “Super Fluffy Doughnuts” slogan, visualizing a softness that is not just felt when bitten, but immediately perceived upon viewing the packaging.
Ultimately, this design not only enhances product storytelling but also boosts shareability on social media, making it a recognized symbol of the soft and memorable Doughzen experience.
Result
Doughzen’s regular packaging design proved successful in significantly elevating the product’s visual appeal, both in online and offline channels. Its unique form and playful design execution delivered a strong first impression, allowing the product to stand out effectively in both digital delivery showcases and during direct presentation to customers.
Customers frequently cited the packaging as a ‘unique and memorable’ part of the overall Doughzen experience. The signature wave form has now become an iconic brand element, often featured in social media posts and successfully strengthening brand recall organically.
Festive
Background
Doughzen identified special occasions like Christmas, Eid, and Lunar New Year as strategic opportunities to cultivate deeper emotional connections with its customer base. These celebrations center not only on food but also on the acts of giving, sharing, and creating lasting memories.
Prior to this, Doughzen lacked seasonal packaging explicitly designed to position the product as a meaningful gift or presentation. The inherent potential for donuts as gifting items and symbols of affection was significant.
This challenge necessitated a new packaging design approach that was not only visually appealing but also rich in emotional resonance. The ultimate goal was to transform every Doughzen box from mere packaging into an integral part of the customer’s special moment.
Execution
We designed three bespoke seasonal packaging variants to celebrate Christmas, Eid, and Lunar New Year, each conveying the unique festive spirit of its respective celebration.
From rich color palettes to bespoke themed illustrations, each design evokes a warm, celebratory atmosphere, aligning with the spirit of the moment. Beyond visuals, a personal touch was integrated via special messaging placed inside the box, making the unboxing experience warmer and more thoughtful.
The act of opening a Doughzen box transformed from merely enjoying a snack into a touching emotional experience.While highly festive, the designs still retain Doughzen’s core playful and modern identity. With this strong emotional touch, the packaging was successfully designed to be a truly memorable and meaningful gift.
Result
This festive packaging successfully positioned Doughzen as a thoughtful and relevant gifting brand for special occasions. With a meaningful design and captivating presentation, customers felt Doughzen understood the value of delivering a warm, personal impression during major celebrations.
We observed a significant uplift in repeat orders throughout the festive season. Customers purchased not only for self-consumption but also for gifting to loved ones, an activity that drove substantial organic content on social media and further amplified brand exposure.
