A Sanctuary for Waves of Souls

Soul Waves is a quaint but spacious joint nestled in Uluwatu's calmer Pecatu area in Bali. Together with the Soul Group founder, Joshua H., we crafted the brand's core, objective, story, identity, social media strategy, and all the necessary guidelines for the brand.

For the brand's concept, we took inspiration from the locale and uniqueness of Uluwatu, which are well-known for being more soulful yet still trendy than hyped up, overcrowded areas like Canggu or Legian. The food also inspires us - well-thought and soulful food that caters to all tastes, mixing influences from Western, Middle-eastern and Indonesian flavors.. And lastly, the surfing culture of Uluwatu provide the brand with a specific opportunity to be a 'rest and recharge' spot - a sanctuary for surfers, beach-goers and even party people that just want to wind down and eat good food before tucking in for the night.

We lean heavily on this "sanctuary" idea - a soulful spot of respite, culinary goodness and social hub, away from stress and loudness.