Brand Foundation

A. Brand Vision

To become the preferred brand for young progressive indonesian families.

B. Brand Purpose

To bond indonesian family members

C. Brand Role

By igniting and redefining meaningful family experiences inside and outside the house

D. Positioning

XL is a brand that understands the struggle of the new generation of Indonesian families. They are challenging traditional norms and always find ways to get things done, their own way. 

We aim to create products and brand experiences that shares their mindset, needs and support the lifestyle and challenges these families have to help them be more closer together.

E. Brand Principles

• Provocative & Standing out

• Simple & Straightforward

• Progressive & Modern