perancangan brand collateral sebagai media promosi pada brand nimes jeans

Brand collateral design has an important role in build the image and competitiveness of local brands in the Indonesian fashion industry. Nimes Jeans, a local denim brand that focuses on custom and repair services for jeans, faces challenges in promoting the excellence of its products due to the limited availability of effective visual promotional media. The design of brand collateral, with a lookbook as the primary promotional media, aims to showcase product collections, style guides, and fashion inspiration that reflect the identity of Nimes Jeans. The Nimes Jeans lookbook is designed with a minimalist and modern concept, highlighting the beauty of local denim products with clean visuals, a monochromatic color palette, and bold sans-serif typography to reinforce the brand's masculine and contemporary character. The design process involved literature reviews, client interviews, target audience surveys, and the application of visual communication design principles. The resulting lookbook features consistent formatting and visuals, supported by other promotional materials such as brochures, posters, flyers, and Instagram content. Beyond its promotional function, the lookbook also serves as an educational tool to help consumers understand the product’s advantages and brand values. This brand collateral design aims to reinforce Nimes Jeans’ image as a local brand prioritizing quality and personalization, while enhancing brand awareness through effective visual communication.
Key word: brand collateral, lookbook, promotion, Nimes Jeans.

Perancangan brand collateral memiliki peran penting dalam membangun citra dan daya saing brand lokal di industri fesyen Indonesia. Nimes Jeans, brand denim lokal yang fokus pada layanan custom dan repair jeans, menghadapi tantangan dalam mempromosikan keunggulan produknya karena terbatasnya media promosi visual yang efektif. Perancangan brand collateral, dengan lookbook sebagai media promosi utama, bertujuan menampilkan koleksi produk, panduan gaya, dan inspirasi fesyen yang mencerminkan identitas Nimes Jeans. Lookbook Nimes Jeans dirancang dengan konsep desain minimalis dan modern, menonjolkan keindahan produk denim lokal dengan visual yang bersih, penggunaan palet warna monokromatik, dan tipografi sans-serif yang tegas untuk memperkuat karakter maskulin dan kontemporer merek. Proses perancangan melibatkan studi pustaka, wawancara dengan klien, survei target audiens, serta penerapan prinsip-prinsip desain komunikasi visual. Lookbook yang dihasilkan memiliki format dan visual yang konsisten, serta didukung oleh media promosi lain seperti brosur, poster, flyer, dan konten Instagram. Selain sebagai alat promosi, lookbook juga berfungsi sebagai media edukasi yang membantu konsumen memahami keunggulan produk dan nilai brand. Perancangan brand collateral ini diharapkan dapat memperkuat citra Nimes Jeans sebagai merek lokal yang mengutamakan kualitas, dan personalisasi, serta meningkatkan brand awareness melalui komunikasi visual yang efektif.
Kata Kunci: brand collateral, lookbook, promosi, Nimes Jeans.