Repositioning Uluwatu

In successful branding the product and the image become one and the same, as if the image simply reflects the natural qualities and history of the product.

But in 1989 there was no Balinese identity to Uluwatu – it was an undistinguished export line with a few dusty shops in Kuta selling overstock and rejects.

I recognized the rapid increase in tourism to Bali and tourists’ interests in Balinese culture as a retail opportunity. Tourists came to Bali in part for a taste of the exotic, romantic and sensual Balinese culture … and Uluwatu could give it to them.

In fact there was nothing particularly Balinese about lacework. It was a European craft recently brought from Java and taken up by dozens of small factories set up by expatriates in the 1980’s to produce surf wear. Recreating Uluwatu into a brand new traditional Balinese handicraft would take some work.

I started with the product itself, jettisoning the bright colors in favor of all white along with some black and natural tones for variety. White is the traditional European color for lace and would help Westerners perceive Uluwatu as a traditional product.