ATTALA, MUHAMMAD FARREL (2025) PERANCANGAN ULANG IDENTITAS VISUAL ONE STREET COFFEE. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
“One Street Coffee” is a local coffee brand targeting students, freelancers, and office workers aged 21–37 who appreciate a bold and strong coffee character. However, in practice, “One Street Coffee” faces major challenges, such as the lack of consistency in logo usage across various promotional media and the absence of a strong and integrated visual identity. These issues hinder the development of a cohesive brand image in the eyes of consumers. This rebranding project aims to create a visual identity system that consistently represents the brand's character and values. The design process was carried out using a Design Thinking approach, which includes research, audience analysis, visual exploration, and respondent testing. The final outcome includes the primary logo, supporting visual elements (color, typography, layout), and their application across various promotional materials such as packaging, merchandise, and print media. With a strong and consistent visual identity, “One Street Coffee” is expected to establish a more professional brand perception, increase recognition, and better align with its target market. Keyword: Visual Brand Identity, Rebranding, Design Thinking “One Street Coffee” adalah merek kopi lokal yang menyasar mahasiswa, pekerja lepas, dan pekerja kantoran berusia 21–37 tahun yang menyukai karakter kopi yang bold dan strong. Namun, dalam praktiknya, “One Street Coffee” menghadapi tantangan utama berupa kurangnya konsistensi penggunaan logo pada berbagai media promosi serta belum adanya identitas visual yang kuat dan terintegrasi. Hal ini menghambat pembentukan citra merek yang kohesif di mata konsumen. Perancangan ulang visual identitas visual ini bertujuan untuk menciptakan sistem identitas visual yang mampu merepresentasikan karakter produk dan value merek secara konsisten. Proses perancangan dilakukan melalui pendekatan Design Thinking yang mencakup riset, analisis audiens, eksplorasi visual, serta pengujian terhadap responden. Hasil perancangan meliputi logo utama, elemen visual pendukung (warna, tipografi, layout), serta penerapannya pada media promosi seperti kemasan, merchandise, dan materi cetak. Dengan adanya identitas visual yang kuat dan konsisten, “One Street Coffee” diharapkan mampu membentuk persepsi merek yang lebih profesional, mudah dikenali, dan sesuai dengan segmen pasar yang dituju. Kata Kunci: Identitas Visual, Rebranding, Design Thinking
| Item Type: | Thesis (S1) |
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| NIM/NIDN Creators: | 42321010057 |
| Uncontrolled Keywords: | Identitas Visual, Rebranding, Design Thinking |
| 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 700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 745 Decorative Arts/Seni Dekorasi > 745.4 Pure and Applied Design and Decoration/Desain Dekorasi Murni dan Terapan |
| Divisions: | Fakultas Desain dan Seni Kreatif > Desain Komunikasi Visual |
| Depositing User: | khalimah |
| Date Deposited: | 05 Mar 2026 05:41 |
| Last Modified: | 05 Mar 2026 05:41 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/101381 |
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