PRASETIO, YOGA WANDA (2025) PERANCANGAN ULANG IDENTITAS VISUAL UMKM MAMA OKTA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This redesign of the visual identity for UMKM Mama Okta aims to address issues of inconsistent visual branding and the brand's inability to effectively represent its values. Mama Okta is a home-based business that produces dry cookies and savory snacks without preservatives but lacks a strong and professional visual identity system, resulting in low brand awareness and unclear public perception. This project applies the design thinking method, which includes the stages of empathize, define, ideate, prototype, and test. Data were collected through observation, interviews, questionnaires, literature review, and analysis of previous design references. The design process involved developing the brand personality and positioning, followed by the exploration of visual elements such as logo, color, typography, illustration, and promotional media. The final outcome is a complete visual identity system applied across various digital and print media, including product packaging, social media, merchandise, and offline promotional materials. This design project is expected to enhance the competitiveness of UMKM Mama Okta in the local market and build a strong emotional connection with its consumers. Keywords: Visual Identity, UMKM, Mama Okta, Homemade Snacks, Design Thinking Keywords: Visual Identity, UMKM, Mama Okta, Homemade Snacks, Design Thinking Perancangan ulang identitas visual untuk UMKM Mama Okta ini bertujuan untuk mengatasi permasalahan inkonsistensi branding visual serta ketidakmampuan brand dalam merepresentasikan nilai-nilainya secara efektif. Mama Okta merupakan usaha rumahan yang memproduksi kue kering dan camilan gurih tanpa bahan pengawet, namun belum memiliki sistem identitas visual yang kuat dan profesional, sehingga mengakibatkan rendahnya kesadaran merek dan persepsi publik yang kurang jelas. Proyek ini menggunakan metode design thinking yang meliputi tahapan empati, definisi, ideasi, pembuatan prototipe, dan pengujian. Pengumpulan data dilakukan melalui observasi, wawancara, kuesioner, studi literatur, dan analisis referensi desain sebelumnya. Proses perancangan mencakup pengembangan kepribadian merek dan strategi positioning, dilanjutkan dengan eksplorasi elemen visual seperti logo, warna, tipografi, ilustrasi, dan media promosi. Hasil akhir berupa sistem identitas visual yang lengkap dan diterapkan pada berbagai media digital dan cetak, termasuk kemasan produk, media sosial, merchandise, serta materi promosi offline. Perancangan ini diharapkan dapat meningkatkan daya saing UMKM Mama Okta di pasar lokal serta membangun hubungan emosional yang kuat dengan konsumennya. Kata Kunci: Identitas Visual, UMKM, Mama Okta, Camilan Rumahan, Design Thinking.
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