PERANCANGAN MERCHANDISE KOLABORASI SEBAGAI SARANA PENGUATAN DIFERENSIASI BRAND PADA NEIGE JAKARTA

ABSTRACT
The growing competition among local fashion brands requires each brand to have a visual distinction so it can be easily recognized by consumers. Brand Neige Jakarta is a women’s fashion brand with a girly, feminine, minimalist, and chic character. Based on observations and interviews, Brand Neige Jakarta still needs supporting media to strengthen its visual identity and differentiate the brand from competitors with similar markets. Therefore, this final project aims to design collaborative merchandise based on hand-drawn illustrations as a means of strengthening brand differentiation for Neige Jakarta. The method used includes observation, interviews, and literature studies, which were then developed into visual concepts and merchandise designs that suit the brand character. The final designs include city girl phone case, girl yorkie phone case, lotus phone case, moon girl soap cover sticker, and sticker paper doll from the 26 Hot Summer Lotus collection. The merchandise was designed using manual illustrations adjusted to the character of Brand Neige Jakarta and the writer’s artistic style. The result of this design is expected to strengthen visual identity, create a more personal impression for consumers, and help Brand Neige Jakarta build a stronger visual characteristic.

Keywords: Merchandise, Collaboration, Brand Differentiation, Visual Identity, Hand-Drawn Illustration

ABSTRAK
Persaingan brand fashion lokal yang semakin berkembang membuat setiap brand perlu memiliki pembeda visual agar mudah dikenali oleh konsumen. Brand Neige Jakarta merupakan brand fashion wanita dengan karakter girly, feminin, minimalis, dan chic. Berdasarkan hasil observasi dan wawancara, Brand Neige Jakarta masih membutuhkan media pendukung untuk memperkuat identitas visual serta membedakan brand dari kompetitor dengan pasar serupa. Oleh karena itu, Tugas Akhir ini bertujuan merancang merchandise kolaborasi berbasis ilustrasi hand drawn sebagai sarana penguatan diferensiasi brand pada Neige Jakarta. Metode qyang digunakan meliputi observasi, wawancara, dan studi pustaka, kemudian dikembangkan menjadi konsep visual dan desain merchandise yang sesuai dengan karakter brand. Hasil perancangan berupa city girl phone case, girl yorkie phone case, lotus phone case, moon girl sticker penutup sabun, serta sticker paper doll dari koleksi 26 Hot Summer Lotus. Merchandise dirancang menggunakan ilustrasi manual yang disesuaikan dengan karakter Brand Neige Jakarta dan karakter seni penulis. Hasil perancangan ini diharapkan dapat memperkuat identitas visual, memberi kesan lebih personal kepada konsumen, serta membantu Brand Neige Jakarta memiliki ciri khas visual yang lebih kuat.

Kata Kunci: Merchandise, Kolaborasi, Diferensiasi Brand, Identitas Visual, Ilustrasi Hand Drawn