PERANCANGAN DESAIN VISUAL BRANDING PRODUK KUE KERING DZAVA

Dzava Cake is a home-based micro-enterprise engaged in the production of traditional cookies, located in Pangkep Regency, South Sulawesi. The products are handmade without preservatives and are known for their distinctive taste. However, Dzava currently lacks a strong visual identity, such as a logo and design guidelines, which makes it difficult for the product to be recognized and compete in the market. This final project aims to design a visual identity system through the creation of a logo and the development of Brand Guidelines to strengthen Dzava Cake’s branding. The design process applies several methods, including field observation, interviews with the business owner, visual documentation, and literature study. The design stages are divided into three phases: pre-production (data collection and concept exploration), production (logo creation and Brand Guidelines development), and post-production (design implementation). This project results in a visual identity that is communicative, simple, and adaptable across various promotional media. With the right visual branding approach, Dzava Cake is expected to build a more professional brand image, attract consumer interest, and enhance its competitiveness in the marketplace.

Dzava Cake merupakan usaha mikro rumahan yang bergerak dalam bidang produksi kue kering dan berlokasi di Kabupaten Pangkep, Sulawesi Selatan. Produk ini dibuat secara handmade tanpa bahan pengawet, dan memiliki cita rasa khas. Namun, Dzava belum memiliki identitas visual yang kuat seperti logo dan pedoman desain, sehingga menyulitkan produk untuk dikenali dan bersaing di pasaran. Tugas akhir ini bertujuan untuk merancang sistem identitas visual melalui pembuatan logo dan penyusunan Brand Guidelines yang dapat memperkuat branding Dzava Cake. Metode yang digunakan dalam proses perancangan ini meliputi observasi lapangan, wawancara dengan pemilik usaha, dokumentasi visual, serta studi pustaka. Proses perancangan dibagi ke dalam tiga tahapan: pra-produksi (pengumpulan data dan eksplorasi konsep), produksi (pembuatan logo dan Brand Guidelines), dan pasca-produksi (implementasi desain). Perancangan menghasilkan identitas visual yang komunikatif, sederhana, dan aplikatif untuk berbagai media promosi. Dengan penerapan visual branding yang tepat, Dzava Cake diharapkan mampu membangun citra merek yang lebih profesional, menarik minat konsumen, serta meningkatkan daya saing produk di pasar.