REBRANDING “TEH TALUA MALIMPAH ABAH UCOK” UNTUK MENINGKATKAN BRAND AWARENESS KEPADA KALANGAN GEN Z JL. CIKINI IV NO.12 15, RT.15/RW.5, GONDANGDIA

REBRANDING “TEH TALUA MALIMPAH ABAH UCOK” TO INCREASE BRAND AWARENESS AMONG GEN Z JL. CIKINI IV NO.12 15, RT.15/RW.5, GONDANGDIA

Teh talua (Javanese egg tea) is a traditional Minangkabau beverage believed to increase stamina, but its popularity is declining among the younger generation. This study aims to redesign the visual identity of Teh Talua Malimpah Abah Ucok to make it more relevant to Gen Z through logo rebranding and the development of a Graphic Standard Manual (GSM). Data were obtained through a Likert-scale questionnaire, documentation, and literature review. From 25 logo sketches, one final concept was selected to serve as the basis for the GSM, encompassing visual elements, typography, graphic patterns, packaging, and promotional media. The results show that the rebranding is able to strengthen the brand image, provide consistent communication, and increase brand awareness for Generation Z without abandoning traditional values. Currently, the branding of Teh Talua Malimpah Abah Ucok is still unknown, especially to Generation Z.

Keywords: Rebranding, Teh Talua, Brand Identity, Generation Z, GSM

REBRANDING “TEH TALUA MALIMPAH ABAH UCOK” UNTUK MENINGKATKAN BRAND AWARENESS KEPADA KALANGAN GEN Z JL. CIKINI IV NO.12 15, RT.15/RW.5, GONDANGDIA

Teh talua adalah minuman tradisional Minangkabau yang dipercaya menambah stamina, namun popularitasnya menurun di kalangan generasi muda. Penelitian ini bertujuan merancang ulang identitas visual Teh Talua Malimpah Abah Ucok agar lebih relevan bagi Gen Z melalui rebranding logo dan penyusunan Graphic Standard Manual (GSM). Data diperoleh lewat kuesioner skala Likert, dokumentasi, dan studi literatur. Dari 25 sketsa logo, dipilih satu konsep final yang dijadikan dasar GSM meliputi elemen visual, tipografi, pola grafis, kemasan, dan media promosi. Menunjukkan rebranding ini mampu memperkuat citra merek, menghadirkan konsistensi komunikasi, serta meningkatkan brand awareness generasi Z tanpa meninggalkan nilai tradisional. Untuk saat ini branding dari Teh Talua Malimpah Abah Ucok masih belum dikenal khususnya generasi Z.

Kata kunci: Rebranding, Teh Talua, Brand Identity, Generasi Z, GSM