Various culture in Indonesia is slowly being forgotten by the majority, for people now uses another way of communication to deliver the message from one person to another. One of the examples that could see is the usage of Javanese script or usually called Hanacaraka. Therefore, studying the visual language of shoe design from Flymax Indonesia case study will help the public to understand how urgent creative cultural product is. This research uses qualitative research regarding the case study based on the in-depth interview through the owner of Flymax Indonesia and visual language analysis regarding the visuals. This study has implications for the creative industry practitioners in conveying visual language and impacting methods in developing creative products by including cultural elements in popular products. From Flymax study case, implementing cultural to modern shoes is to strengthen cultural identity, user identity, and local brand identity, moreover supporting local economic growth and cultural preservation.

Cultural product design with a cross-cultural approach is currently in high demand by the younger generation. This positive thing increases the respect for local culture. However, the lack of industry player's knowledge of cross-culture principles makes less cultural ideology conveyed. This study aims to determine the process of cross-culture in design using a case study of casual sneaker shoes with ancient Javanese script culture (Hanacaraka) in the design. This research uses a qualitative case study by studying the form, function, and symbolic meaning of the culture in the shoe product design process. The results of this study found that the use of culture in popular products needs to pay attention to the symbolic meaning that represents the local culture. The use of culture in the design of cultural products gives a different look to provide its own identity that results in strengthening branding and strengthening the economy for local brands. Difficult cultural preservation can represent cultural product design with the concept of crossculture. The implication of this research is to provide steps in the process of cross-cultural methods in industries, especially local brands that carry the cultural locality of their products. Besides, this study also has implications on the cross-culture method for the preservation of Hanacaraka culture.