REDESAIN IDENTITAS VISUAL SEBAGAI STRATEGI DALAM MEMBANGUN CITRA MERK PADA MAULIATE COFFEE

ABSTRACT

This final project is titled “Redesigning Visual Identity as a Strategy in Building Brand Image for Mauliate Coffee.” This research aims to strengthen the mage of Mauliate Coffee as a family-friendly coffee shop with Batak cultural characteristics amid the coffee business competition in Medan City. The design process was carried out in several stages, including research on brand identity and target audience, idea development through sketches, design digitization, and implementation in the Graphic Standard Manual (GSM) and various promotional media. The final result is a new visual identity that includes a logo, typography, and supergraphics, which are applied to product packaging, posters, x-banners, and employee attributes. Through this redesign, Mauliate Coffee has successfully built a more authentic, consistent, and relevant brand image with local cultural values, while strengthening its appeal to consumers.

Keyword: Visual, Brand Image, Graphic Design.

ABSTRAK

Tugas akhir ini berjudul “Redesain Identitas Visual sebagai Strategi dalam Membangun Citra Merek pada Mauliate Coffee”. Penelitian ini bertujuan untuk memperkuat citra Mauliate Coffee sebagai coffee shop dengan konsep kekeluargaan dan berkarakter budaya Batak di tengah persaingan bisnis kopi di Kota Medan. Proses perancangan dilakukan melalui beberapa tahap, meliputi riset terhadap identitas merek dan target audiens, pengembangan ide melalui sketsa, digitalisasi desain, hingga penerapan dalam Graphic Standard Manual (GSM) serta berbagai media promosi. Hasil akhir berupa identitas visual baru yang mencakup logo, tipografi, dan supergrafis, yang diterapkan pada kemasan produk, poster, x- banner, serta atribut pekerja. Melalui redesain ini, Mauliate Coffee berhasil membangun citra merek yang lebih otentik, konsisten, dan relevan dengan nilai- nilai budaya lokal, sekaligus memperkuat daya tariknya di mata konsumen.

Kata Kunci: Visual, Citra Merek, Desain Grafis.