RE-DESIGN BRAND IDENTITY BYUUTI

ADIANTO, ISHAK (2023) RE-DESIGN BRAND IDENTITY BYUUTI. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Before changing its name to K-EAUTY, this brand previously had another name which is BYUUTI. BYUUTI is a personal care brand which currently only has one product, a collagen drink with strawberry flavor. The change in the name BYUUTI to the name K-EAUTY was initially based on the matter of the brand name's copyright, therefore it changed its name to K-EAUTY. The process of redesigning the BYUUTI branding design to become K-EAUTY is based on internal and external research, as well as based on the problems the designer found. Basic examples of BYUUTI's problems are the copyright name which must be changed to K-EAUTY, the target audience that has not been determined deeply so that it affects branding visualization, and the absence of GSM or Graphic Standard Manual so that there are inconsistencies in several K-EAUTY visual designs. With the design of BYUUTI's brand identity re-design, it is hoped that it can better adapt to the target audience such as teenagers, especially girls who have hobbies and tastes towards the realm of South Korean trends. Keywords: Visual Branding, Branding Identity, Branding, Skincare, Personal Care, Collagen Drink, South Korea. Sebelum berganti nama menjadi K-EAUTY, brand ini sebelumnya memiliki nama lain yaitu BYUUTI, adalah sebuah brand personal care yang dimana saat ini baru memiliki satu produk yaitu minuman collagen dengan rasa strawberry. Perubahan nama BYUUTI menjadi nama K-EAUTY pada awalnya didasari atas perihal hak cipta nama brand, maka dari itu berubah nama menjadi K-EAUTY. Proses perancangan ulang design branding BYUUTI menjadi K-EAUTY ini didasari riset internal maupun eksternal, serta berdasarkan permasalahan yang ditemukan perancang. Contoh dasar masalah BYUUTI ini adalah nama hak cipta yang harus berubah menjadi K-EAUTY, target audiens yang belum ditetapkan secara mendalam sehingga mempengaruhi visualisasi branding, dan tidak adanya GSM atau Graphic Standard Manual sehingga adanya inkonsistensi yang ada pada beberapa visual design K-EAUTY. Dengan adanya perancangan re-design brand identity BYUUTI ini diharapkan dapat lebih menyesuaikan dengan target audiens yaitu anak remaja terutama Perempuan, yang memiliki hobi dan selera ke arah ranah trend Korea Selatan. Kata Kunci: Visual Branding, Branding Identity, Branding, Skincare, Personal Care, Collagen Drink, Korea Selatan.

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