In wellness categories like probiotics, the product is only half the battle. The harder part is earning trust in a crowded market where every brand claims to be premium, functional, or science-backed. Most launch with buzzwords, but few survive long enough to prove their value.
Seolmi took a different route by focusing less on hype, more on substance and systems. Backed by high-quality Korean ingredients and advanced formulation, the brand entered the market quietly, but with intention. No shortcuts. No overpromising. Just a clear ambition to build long-term credibility in a space flooded with fads.
Porta partnered with Seolmi from day one, supporting everything from foundational identity work to day-to-day content and strategic growth. What followed was a steady rise from obscurity to relevance, driven by strong design, consistent communication, and thoughtful product development.
The Foundation
Our involvement started at the very beginning. Together with the founders, three incredible women who identified a market gap in Indonesia’s functional drinks space, we worked to create a brand that felt trustworthy, aspirational, and grounded in quality.
From naming and logo development, to packaging design, photoshoots, and content creation, we helped set the foundation for Seolmi’s premium feel. Everything was built around a clear positioning: a Korean-formulated drink that supports gut health, using clean, effective ingredients and a tone that speaks to both men and women seeking better daily habits.
The first product, Seolmi Fiber Drink, launched with thoughtful messaging, purposeful visuals, and clean design that felt unlike anything in the local wellness space. That distinctiveness gave Seolmi an early edge and a strong foundation for growth.
Social Media, Campaigns & Staying Consistent as They Scale
As the brand moved into the market, our role evolved into managing social media and content direction. We built a voice for Seolmi that felt modern, informative, and relatable – balancing wellness education with product storytelling.
That tone carried across product posts, campaign launches, and live moments like Basha Market, where the brand had its first major offline presence. We also helped conceptualize campaign messaging, while Seolmi’s team led execution and partnership outreach independently.
Beyond the digital space, Seolmi actively nurtured community connection, especially among women. We helped ideate and support offline activations in the form of yoga, tennis, and pilates sessions partnering with KOLs and wellness-focused audiences to create intimate, value-driven experiences that connected lifestyle to product purpose.
Product Expansion
With the success of the fiber drink came demand – and soon, expansion.
Seolmi released their second product: a whey protein drink, developed in collaboration with Patricia Stephanie, who serves both as a face and strategic partner. The protein product tackled a common issue in the market: taste. While many protein brands sacrifice flavor for function, Seolmi focused on creating a formula that was effective but enjoyable, starting with chocolate and strawberry variants (with strawberry developed as a vegan protein option).
At the time of writing, they are preparing to launch a new vanilla flavor, and with each new product, we continue to support Seolmi in developing consistent brand narratives and visual language across their touchpoints.
Growing Distribution
As brand awareness and trust increased, so did demand. Seolmi’s product availability now spans resellers across Indonesia, and the brand is present in various major retail platforms and stores. This is proof that consistent branding, strong storytelling, and quality products can open real-world access. This expansion didn’t come through aggressive discounting or mass promotions, but from an intentional brand that earned its place through credibility and clarity.
Seolmi is still in its early chapters but it’s already showing what’s possible when a wellness brand commits to quality, clarity, and consistency. At Porta, we’re proud to have supported every step. Collaborating with Seolmi has reinforced our belief that the best way to grow is to get the foundation right and stay intentional at every turn.