Pinjaik Patah, a collective gallery owned by the Panampuang community in Agam, features distinctive handmade traditional embroidery.
The special aspect of Pinjaik Patah lies in its traditional embroidery technique, where they skillfully use inherited broken needles for stitching. The utilization of these broken needles enhances the speed of the embroidery process, and it is this distinctiveness that inspired their chosen name.
Challenge
Despite Pinjaik Patah's clear uniqueness and cultural narratives embedded in its products, these features are predominantly shared through word of mouth, lacking a well-explored visual identity to amplify their essence. Additionally, their visual style tends to get overshadowed when exhibited in the Southeast Asian market, which is their primary target.
Solution
We've noted the Pinjaik Patah community's pride in the broken needle, considering it a unifying and transformative element in their lives. Capturing the essence of unity and progress, we translated these values into the visual portrayal of the “needle flower” (jungle geranium), mirroring its abundance in the gallery's surroundings.
