As a peculiar food from Kalimantan, in the brand discovery phase, we need to do in-depth research on user profiles, how local specialties are so attached and become part of people’s daily lives.

Moreover, in the brand direction phase, it is necessary to emphasize the value of authenticity, cultural heritage, and the bonding between the brand and local cultural characteristics which narrows the message and leads to one point that Dodol Tanjungsari is part of the local community.