WIJAYA, NATALIA (2026) PERANCANGAN IDENTITAS VISUAL BRAND CICAYA UNTUK MEMPERLUAS TARGET PASAR. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This design project aims to redesign the visual identity of Cicaya, an ice cream brand that primarily focuses on fruit flavors. The redesign was carried out because Cicaya intends to expand its market reach throughout the Province of Lampung. In addition, despite having operated for approximately ten years, Cicaya has not yet established a strong and consistent visual identity. Therefore, the logo redesign process and the development of supporting visual identity elements were conducted to build a strong visual identity that represents the brand’s character and image as a fresh fruit ice cream brand with a cute and playful concept, while also introducing Cicaya to a wider audience, especially young adults in Lampung Province. This project successfully collected responses from 45 respondents from various regions, including Jakarta, Tangerang, Jambi, Depok, and Sumedang. Although no respondents were officially recorded as originating from Lampung, several of them currently reside in Lampung despite holding Jakarta identity cards (KTP). The respondents were obtained through a feedback questionnaire distributed during an exhibition held at Bagi Kopi Ciledug. The project was conducted using the design thinking method and a qualitative approach, which included observation, documentation, interviews, and open-ended questionnaires targeting Cicaya’s market segment, namely young adults aged 19–44 years in Lampung Province. Through the entire design process, the project resulted in a new Cicaya logo along with supporting visual identity elements that are more modern, consistent, and capable of fully representing the brand’s characteristics. With this redesign, the new Cicaya logo is expected to build trust among new target consumers in the new market area, strengthen the brand image, and increase product appeal amid intense market competition. Keyword: visual identity, branding, ice cream, Cicaya Perancangan ini bertujuan untuk meredesign identitas visual pada brand Cicaya yang merupakan usaha es krim dengan fokus utama rasa buah. Redesign ini diperlukan karena Cicaya ingin memperluas wilayahnya ke seluruh daerah di Provinsi Lampung. Namun di samping itu, Cicaya yang sudah bergerak kurang lebih sepuluh tahun belum memiliki identitas visual yang kuat dan konsisten. Oleh karena itu, proses redesign logo dan perancangan identitas visual pendukung lainnya dilakukan sebagai bentuk untuk membangun identitas visual yang kuat untuk merepresentasikan karakter dan citra brand sebagai brand penjual es krim buah yang segar dan menganut konsep lucu, serta mampu mengenalkan Cicaya kepada masyarakat luas khususnya dewasa muda di Provinsi Lampung. Perancangan ini berhasil mengumpulkan 45 responden dari berbagai daerah meliputi Jakarta, Tangerang, Jambi, Depok, dan Sumedang. Walaupun tidak terdata responden yang berasal dari Lampung, namun beberapa dari mereka bertempat tinggal di Lampung namun telah memiliki KTP di Jakarta. Responden yang diperoleh tersebut didapat melalui kuesioner umpan balik karya saat pameran di Bagi Kopi Ciledug. Perancangan dibuat menggunakan metode design thinking dan pendekatan kualitatif yang meliputi observasi, dokumentasi, wawancara, dan kuesioner berbasis pertanyaan terbuka kepada target pasar Cicaya yaitu dewasa muda (19-44 tahun) di Provinsi Lampung. Melalui setiap proses yang telah dilakukan, menghasilkan logo Cicaya beserta identitas visual pendukung lainnya yang lebih modern, konsisten, dan mampu merepresentasikan karakteristik brand secara penuh. Dengan adanya perancangan ini, diharapkan desain logo Cicaya yang terbaru mampu memberikan kepercayaan pada target pasar baru di wilayah yang baru, memperkuat citra brand, dan meningkatkan daya tarik produk di tengah persaingan pasar yang sengit. Kata kunci : identitas visual, branding, es krim, Cicaya
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 42322010009 |
| Uncontrolled Keywords: | identitas visual, branding, es krim, Cicaya |
| 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 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 152 Sensory Perception, Movement, Emotions, Physiological Drives/Psikologi Fisiologis > 152.1 Sensory Perception/Persepsi Indera > 152.14 Visual Perception/Persepsi Visual |
| Divisions: | Fakultas Desain dan Seni Kreatif > Desain Komunikasi Visual |
| Depositing User: | khalimah |
| Date Deposited: | 23 Sep 2026 12:20 |
| Last Modified: | 23 Sep 2026 12:20 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/104077 |
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