Brand Guide
Single document. Every visual, verbal, and content decision can be answered here. For the creative team, external designers, and anyone producing content under the Pasar Seken brand.
Names and Writing
| Context | Correct |
|---|---|
| Brand name | Pasar Seken |
| App name | SEKEN |
| Social handle | @pasarseken.id |
| Domain | pasarseken.id |
Taglines
| Tagline | For | Where |
|---|---|---|
| "Setiap barang punya cerita." | Buyers, emotional | Feed captions, campaign copy, buyer-facing content |
| "Cuan dari lemari, gak pakai ribet." | Sellers, practical | Seller recruitment, seller stories, onboarding content |
| "Fashion seken yang punya jiwa." | Brand positioning | Campaign lead lines, bio, brand introductions |
| Free to sell | Brand (EN) | Investor and English-language materials |
The tagline "Setiap barang punya cerita" appears in Fraunces 300 Italic. Never in any other font.
Color Palette
| Color | Hex | Role |
|---|---|---|
| Primary teal | #006D77 | Logo, buttons, links, active states |
| Spark accent | #E8553A | Logo spark, price highlights, badges, alerts |
| Cream | #F5F0E8 | Page background, cards, logo mark fill |
| Charcoal | #1A1A1A | Body text, dark backgrounds, headings |
| Warm grey | #3D3A37 | Secondary text, "pasar" wordmark |
Approved pairings: Teal + Cream · Cream + Charcoal · Charcoal + Cream · Cream + Spark
Never use purple. Never alter the logo colour outside these five.
Typography
Three fonts, all on Google Fonts. Each has a strict domain. Do not mix.
Montserrat, identity and display
SEKEN. ← 900 — brand wordmark
Cuan dari lemari ← 700 — seller headlines, hero CTAs
pasar ← 300 — sub-label below SEKEN
Inter, body and UI
Setiap barang punya cerita. ← 600 — subheading
Foto, upload, tunggu pembeli. ← 400 — body text
Yuk, mulai jual → ← 500 — UI buttons
Fraunces, editorial and emotional moments only
Setiap barang punya cerita. ← 300 Italic — canonical tagline
Baju lama kamu, cerita baru. ← 700 — campaign headlines
"ini gue banget." ← 300 Italic — item story overlays
Fraunces is a moment-maker, not decoration. Never for body copy, UI, or the brand wordmark. When it appears, it must feel special. Overuse kills the effect.
Logo
Mark elements: Teal #006D77 background · Cream #F5F0E8 S-mark · Spark #E8553A ★
Use: Teal logo on white/cream/light grey · Icon only for favicon and social avatar · Dark version for dark backgrounds
Never: Recolour · stretch/rotate · place on photos without clean area · add shadow or glow
Minimum size: 24px height (digital) · 10mm (print)
Photography
Four approved types: flat lay, worn/hanger, detail shot, contextual setting
Core rules:
- Natural light always, no hard flash
- Warm earthy tones, no cold filters
- Background must feel intentional (not messy bed or floor)
- Tali/twine krem = visual signature prop, include in hero and campaign shots
- Human element (hands, worn items, real expressions) always stronger than product-only
Brand Voice
Three words: Soulful · Grounded · Alive
You are a stylish, honest friend, not a brand selling.
Vocabulary, use / never use
| Use | Never use | Why |
|---|---|---|
| seken | second hand | "seken" is our word |
| fashion seken | preloved (as headline) | preloved.co.id is a direct competitor |
| barang seken | barang bekas | "bekas" sounds cheap |
| punya cerita | produk kami | Emotional vs transactional |
| cuan | penghasilan / income | Too formal |
| kamu | Anda | "Anda" is cold and corporate |
| nemu / temukan | cari dan dapatkan | Human vs robotic |
Banned words (hard)
- "preloved" as headline, points people to competitor
- "murah" as hook, we are a community, not a discount platform
- "Anda": always "kamu"
- "terjangkau" as headline, same reason as "murah"
- "barang bekas": always "barang seken" or "seken"
Copy examples
| Context | Right | Wrong |
|---|---|---|
| Product story | "Jaket ini pernah dipakai wisuda di Jogja." | Jaket denim kondisi baik, layak pakai. |
| CTA | Yuk, mulai jual | Daftarkan Produk Sekarang |
| Empty state | "Belum ada yang muncul... semesta sedang memilihkan." | Tidak ada produk ditemukan. |
| First sale | "Yeay! Barangmu menemukan rumah barunya. 🎉" | Item sold successfully. |
The One Test Before Posting
"Does this feel like a real person made it and actually cares about what they're showing?"
If yes → post (after the Founder's approval). If it feels like an ad → rework it.
Five Content Pillars
Rotate every week. Never post two of the same pillar back-to-back.
| Pillar | Theme | Frequency | Function |
|---|---|---|---|
| Cerita Barang | One item, one story | 1-2×/week | Brand soul, buyer emotion |
| Seller Spotlight | Real seller, real inventory | 1×/week | Seller acquisition tool |
| Temuan | Curated best items on platform | 1×/week | Direct buyer traffic |
| Behind SEKEN | Unfiltered building moments | 2×/month feed + Stories | Trust, brand humanity |
| Komunitas | Polls, UGC, milestones | 2-3×/week Stories | Community belonging |
The 3:1 Rule
This is a rule, not a guideline.
For every 1 promotional post: 3 value posts first.
| Type | Examples |
|---|---|
| Value (3 parts) | Any pillar, Cerita Barang, Seller Spotlight, Temuan, Behind SEKEN, Komunitas |
| Promotional (1 part) | "Daftar jadi seller", app download, feature announcement |
Top 5 Reels Formats
Format 1, Price reveal (highest reach) Hook: "Full outfit seken. Total? Tebak dulu 👀"
Format 2, Seller testimony (highest trust, drives sign-ups) Hook: "Ini yang terjadi setelah gue upload barang pertama gue."
Format 3, POV unboxing (highest emotional resonance) Hook: "POV: paket pertama dari Pasar Seken dateng 📦"
Format 4, AI listing demo (highest seller acquisition) Hook: "Cara jual di Pasar Seken: 30 detik. Serius."
Format 5, Sebelum/sesudah wardrobe (highest share rate) Hook: "Lemari gue kepenuhan. Ini yang gue lakuin."
Stop creating: eco-guilt content · price-first hooks · generic lifestyle · only beautiful items.
Social Media Rules
Signature emoji: 🧵, every post without exception
Mandatory hashtags: #pasarseken #fashionseken #sekanbali + up to 9 more (max 12 total)
Caption structure:
[Hook — stops the scroll]
[Story — 2–3 sentences]
[Soft CTA — invitation, not command]
#pasarseken #fashionseken #sekanbali [+ hashtags]
Platform cadence:
| Platform | Frequency | Best time WIB |
|---|---|---|
| Instagram feed | 4×/week | 07.00-09.00 or 19.00-21.00 |
| Instagram stories | Daily | 08.00-10.00 |
| Reels | 2-3×/week | 18.00-21.00 |
| TikTok | 3×/week | 18.00-21.00 |
| WhatsApp broadcast | 2×/week | 08.00 or 19.00 |
Pre-Launch Content (3 types only)
Until AHU + Xendit both confirmed: only these three. Nothing else.
| Type | Example |
|---|---|
| Teaser | "Ada yang sedang dibangun di Bali. Untuk mereka yang tau baju terbaik bukan selalu yang baru." |
| Problem post | "Masih inget kapan terakhir baju itu dipake? Ada yang nganggur di lemari udah setahun lebih." |
| Community question | "Barang seken apa yang paling berkesan yang pernah kamu temukan? Drop di komentar 👇" |
Never pre-launch: App screenshots · pricing/fee info · sign-up CTAs · competitor comparisons · eco-guilt messaging.
6 Launch Day Posts
Deploy in exact order. All require the Founder's final approval.
| Day | Scene | Text overlay | Tone |
|---|---|---|---|
| 1 | Woman walking Bali street | "di Seken." | Arrival |
| 2 | Woman unboxing jacket | "mulai ceritamu," | Discovery |
| 3 | Woman in café with app | "Temukan gayamu," | Identity |
| 4 | Hands packing kraft parcel | "...di tangan orang baru." | Transition |
| 5 | Denim jacket flat lay, lavender | "...punya nyawa baru..." | Soul |
| 6 | Person holding jacket, wardrobe | "Baju lama kamu..." | Invitation |
Launch day: All 50 founding sellers post a Story tagging @pasarseken.id on Day 1.
Campaign Calendar
| Campaign | Timing | Angle |
|---|---|---|
| Ramadan Slow Fashion | ~4 weeks before Lebaran | Buyers, "Fashion lebih bermakna di bulan yang penuh makna" |
| Lebaran New Chapter | Eid week + 2 weeks | Both sides |
| Independence Day | Aug 17 | Brand, "100% baju dari lemari Indonesia, untuk Indonesia" |
| Harbolnas 11.11 | Nov 11 | Counter-positioning, "Hari belanja tanpa harus beli yang baru" |
| 12.12 Year End | Dec 12 | Both, "Lemari lebih ringan, kantong lebih tebal" |
Each campaign: one hashtag + one seller incentive (Boost credit) + one buyer incentive (free shipping on first order).
Influencer Strategy
Months 0-2: Barter only. 5 Bali fashion/lifestyle creators, 1K-15K followers. Feature them, they feature us.
Month 2-3: First paid. IDR 500K-1M per creator. Who drove the most sign-ups from barter phase. No scripts, two non-negotiables: mention it's free + use "seken".
A founding seller with 2,000 followers converts at 10× the rate of a paid creator. Every first-sale celebration → the Founder WhatsApps → seller posts → followers see SEKEN.
Approval Workflow
All content requires the Founder's approval before posting. No exceptions, not even Stories.
| Step | When | Who |
|---|---|---|
| Full week's content calendar prepared | Sunday evening | Marketing Lead |
| The Founder approves or requests changes | By Tuesday morning | Founder |
| Time-sensitive content | WhatsApp the Founder directly, 2-hour response | Marketing Lead → Founder |
Rejection criteria: "preloved" as headline · purple in design · "Anda" · harsh flash/blurry/messy photos · anything that feels like an ad.