VISUALISASI SAJIAN TRADISIONAL LONTONG SAYUR DAN PICAL KHAS UNI ANIS MELALUI STILL LIFE PHOTOGRAPHY

ABSTRACT
UMKM Bubua Samba Uni Anis is a traditional culinary business from Bukittinggi,
West Sumatra, located at the Masjid Sunda Kelapa area in Central Jakarta. The
primary issue faced is the complete absence of appealing food product photo assets on its social media, as the current content only provides basic operational info and simple documentation. This project aims to design a still life food photography concept combining authentic traditional and modern editorial styles to create a stock of 15 ready-to-use food product photo assets. The project execution method was conducted in a studio applying food styling and artificial lighting techniques. The technical approach is divided into two methods: directional light with side-back lighting characteristics to highlight local cultural uniqueness for the authentic traditional style, and clean & soft lighting with a 90° flatlay angle to support the modern editorial style that utilizes negative space. The result of this design is 15 digital food product photo assets that are appealing, neat, and appetizing for various social media formats like carousels, grids, and feeds. In conclusion, the availability of these well-crafted visual assets can clearly display the delicacy of the dishes, which is expected to attract potential buyers and sustain the existence of traditional culinary items amidst rampant digital promotions.

ABSTRAK
UMKM Bubua Samba Uni Anis di kawasan Masjid Sunda Kelapa, Jakarta Pusat,
menghadapi masalah belum adanya stok aset foto produk makanan yang memikat di media sosialnya, yang saat ini baru memuat informasi operasional dan dokumentasi seadanya. Perancangan ini bertujuan merancang konsep fotografi still life dengan memadukan gaya autentik tradisional dan modern editorial untuk menyediakan 15 stok aset foto produk makanan siap pakai. Metode pelaksanaan dilakukan melalui kerja studio menggunakan teknik penataan makanan (food styling) dan pencahayaan buatan (artificial lighting). Pendekatan teknis menerapkan directional light (side-back lighting) untuk memperkuat keunikan budaya lokal pada gaya tradisional, serta clean & soft lighting berpenataan flatlay untuk mendukung gaya modern yang memanfaatkan negative space. Hasil perancangan berupa 15 foto digital yang menarik, rapi, dan menggugah selera untuk kebutuhan konten seperti carousel, grid, dan feed. Kesimpulannya, ketersediaan aset visual yang digarap dengan baik ini mampu menampilkan kelezatan menu secara jelas sehingga dapat memikat calon pembeli dan menjaga eksistensi kuliner tradisional ini.