PERANCANGAN VISUAL IDENTITY BRAND "BAEVYLAB"

ALTHAF, AZKA FISYAH FAZA (2025) PERANCANGAN VISUAL IDENTITY BRAND "BAEVYLAB". S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

“BaevyLab.” is a rebranding outcome of Artestik Project, a local brand previously known for selling fandom-themed merchandise such as K-pop and anime products. As the brand owner's vision evolved, the business direction shifted toward a broader fashion and lifestyle segment, focusing on customizable products that express personal identity. This transformation required the development of a new visual identity that is stronger, more communicative, and aligned with the target audience's character. Through a structured design process based on the Design Process method by Landa (2019), the project was carried out in stages, including research, analysis, concept development, design exploration, and implementation with evaluation. BaevyLab’s visual identity emphasizes values such as fun, playful, cute, and creative, which are embodied in the combination logo, chick mascot, rounded sans-serif typography, and a bright color palette. Evaluation through exhibitions and questionnaires distributed to audiences aged 16–25 shows that the designed visual identity successfully strengthens brand perception and increases appeal to the target market. This project is expected to contribute to the development of local brand strategies that are more relevant, consistent, and sustainable in the creative industry. Keywords: Branding, Rebranding, Visual Communication Design, Visual Identity “BaevyLab.” merupakan hasil rebranding dari Artestik Project, sebuah brand lokal yang sebelumnya bergerak di bidang merchandise fandom seperti K-pop dan anime. Seiring berkembangnya visi pemilik brand, arah bisnis dialihkan menjadi brand fashion dan lifestyle yang lebih inklusif dan personal, dengan fokus pada produk yang dapat dikustomisasi serta merepresentasikan ekspresi diri anak muda. Perubahan ini menuntut pembentukan identitas visual baru yang lebih kuat, komunikatif, dan sesuai dengan karakter target audiens. Melalui tahapan desain berbasis metode Design Process (Landa, 2019), perancangan dilakukan secara sistematis mulai dari riset, analisis, konsepsi, eksplorasi desain, hingga implementasi dan evaluasi karya. Identitas visual BaevyLab dibangun dengan mengedepankan nilai fun, playful, cute, dan creative, yang diterjemahkan ke dalam elemen logo kombinasi, maskot anak ayam, tipografi sans-serif membulat, serta palet warna cerah. Hasil evaluasi melalui pameran dan kuesioner kepada audiens usia 16–25 tahun menunjukkan bahwa identitas visual yang dirancang mampu memperkuat citra brand dan meningkatkan daya tarik terhadap target pasar. Perancangan ini diharapkan dapat menjadi kontribusi dalam membangun branding lokal yang lebih strategis, relevan, dan berkelanjutan. Kata Kunci: Branding, Desain Komunikasi Visual, Identitas Visual, Rebranding

Item Type:	Thesis (S1)
Call Number CD:	FDSK/DKV. 25 116
NIM/NIDN Creators:	42321010083
Uncontrolled Keywords:	Branding, Desain Komunikasi Visual, Identitas Visual, Rebranding
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 010 Bibliography/Bibliografi > 011 General Bibliographies/Bibliografi Umum > 011.3 Bibliographies by Specific Forms/Bibliografi dan Katalog dengan Bentuk Khusus > 011.37 Visual and Audio Visual Media/Media Visual dan Audio Visual 600 Technology/Teknologi > 640 Home Economic and Family Living Management/Kesejahteraan Rumah Tangga dan Manajemen Kehidupan Keluarga > 646 Sewing Materials and Equipment, Clothing, Management of Personal and Family Life/Mesin Jahit dan Perlengkapan Menjahit, Pakaian, Management Pribadi dan Keluarga > 646.3 Clothing/Pakaian, Tata Busana, Mode Busana, Fashion 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat 700 Arts/Seni, Seni Rupa, Kesenian > 700. Arts/Seni, Seni Rupa, Kesenian > 704 Special Topics in Fine and Decorative Arts/Topik Khusus tentang Karya Seni > 704.9 Iconography, Icon, Image/Ikonografi, Ikon, Gambar
Divisions:	Fakultas Desain dan Seni Kreatif > Desain Komunikasi Visual
Depositing User:	khalimah
Date Deposited:	01 Nov 2025 07:33
Last Modified:	01 Nov 2025 07:33
URI:	http://repository.mercubuana.ac.id/id/eprint/100005

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