FAHREZI, FAJRIN (2025) PERANCANGAN BRAND IDENTITY DAPUR BU KHUNEN. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The rapid development of the catering industry requires many people who run and build businesses in this field to have a strong brand identity to differentiate themselves in a competitive market. starting from a simple business, namely catering. Catering is a food and beverage service provided for a specific event, such as a party, business meeting, wedding, conference, or other social event. Catering services can include any kind of food, from formal dishes to light meals, and can be customized to suit the theme or needs of a particular event. However, many caterers have yet to explore the full potential of visual identity. This brand identity of Dapur Bu Khunen aims to design an effective brand identity, a catering company that focuses on providing high-quality catering services. The proposed brand identity design includes elements such as logo, color, typography, and visual style that reflect the essence of Dapur Bu Khunen. In addition, it is also expected to be able to increase brand awareness and expand market share. As a result, it is expected that this design can provide a competitive advantage for Dapur Bu Khunen in the increasingly tight catering market. This media distribution can be used as sales and promotional tools such as menu flyers, sticker packaging, posters, t-shirts, business cards, letterheads, envelopes, totebags, aprons. Keywords: Design, Catering, Brand Identity, Logo Perkembangan industri katering yang semakin pesat menuntut banyak orang yang menjalankan dan membangun bisnis di bidang ini untuk memiliki identitas merek yang kuat guna membedakan diwri di pasar yang kompetitif. mulai dari bisnis yang sederhana yaitu catering. Catering merupakan layanan penyediaan makanan dan minuman yang disediakan untuk acara tertentu, seperti pesta, pertemuan bisnis, pernikahan, konferensi, atau acara sosial lainnya. Layanan catering dapat mencakup segala jenis makanan, mulai dari hidangan formal hingga makanan ringan, dan dapat disesuaikan dengan tema atau kebutuhan acara tertentu. Namun, banyak catering yang belum menggali potensi penuh dari identitas visual. Brand identity Dapur Bu Khunen ini bertujuan untuk merancang identitas merek yang efektif, sebuah perusahaan katering yang berfokus pada penyediaan layanan katering berkualitas tinggi. Desain brand identity yang diusulkan mencakup elemen-elemen seperti logo, warna, tipografi, dan gaya visual yang mencerminkan esensi dari Dapur Bu Khunen. Selain itu, diharapkan juga ke depannya mampu untuk meningkatkan kesadaran merek dan memperluas pangsa pasar. Hasilnya diharapkan dari perancangan ini dapat memberikan keunggulan kompetitif bagi Dapur Bu Khunen di pasar katering yang semakin ketat. Penyebaran media ini dapat digunakan sebagai alat penjualan maupun promosi seperti flyer menu, sticker packaging, poster, kaos, kartu nama, kop surat, amplop, totebag, apron. Kata kunci: Desain, Catering, Brand Identity, Logo
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