ALJABAL, ALIF (2025) PERANCANGAN ULANG ELEMEN VISUAL DESAIN KEMASAN DALAM MEMBANGUN IDENTITAS MEREK PRODUK MANISAN BUAH "SHU ZEE". S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
01 COVER.pdf Download (649kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
BAB I.pdf Restricted to Registered users only Download (164kB) |
|
|
Text (BAB II)
BAB II.pdf Restricted to Registered users only Download (1MB) |
|
|
Text (BAB III)
BAB III.pdf Restricted to Registered users only Download (189kB) |
|
|
Text (BAB IV)
BAB IV.pdf Restricted to Registered users only Download (2MB) |
|
|
Text (BAB V)
BAB V.pdf Restricted to Registered users only Download (131kB) |
|
|
Text (DAFTAR PUSTAKA)
DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (152kB) |
|
|
Text (LAMPIRAN)
LAMPIRAN.pdf Restricted to Registered users only Download (3MB) |
Abstract
Visual identity is a crucial aspect in strengthening a product’s image and competitiveness in the market. Shu Zee, a fruit snack brand that has been operating for over ten years, faces challenges in brand recognition due to its old packaging, which fails to differentiate itself from competitors. This study aims to redesign the visual elements of Shu Zee's packaging to make it more appealing, communicative, and reflective of the product's identity as a healthy snack made from real fruit. The method used is the Kerap Cinta process scheme approach, which includes stages such as defining the problem statement and solution, creative approach, and design concept development. The design process resulted in new packaging featuring semi-flat illustrations, fresh colors, and a more structured layout of information. Design testing was conducted with a target audience aged 20– 45 years living in urban areas with a healthy lifestyle. The evaluation results show that the new design effectively conveys the brand message and enhances the product's appeal in the eyes of consumers. Keywords: packaging design, brand identity, fruit snack, visual element, healthy snack. Identitas visual merupakan aspek penting dalam memperkuat citra dan daya saing sebuah produk di pasar. Produk manisan buah Shu Zee, yang telah beroperasi lebih dari sepuluh tahun, menghadapi tantangan dalam hal pengenalan merek karena kemasan lamanya tidak mampu membedakan diri dari kompetitor. Penelitian ini bertujuan untuk merancang ulang elemen visual kemasan produk Shu Zee agar lebih menarik, komunikatif, dan mencerminkan karakter produk sebagai camilan sehat berbasis buah asli. Metode yang digunakan adalah pendekatan skema proses Kerap Cinta, yang meliputi tahapan menentukan problem statement dan problem solution, creative approach, dan membuat konsep desain. Proses perancangan menghasilkan kemasan baru dengan ilustrasi semi-flat, warna segar, dan tata letak informasi yang lebih sistematis. Uji desain dilakukan terhadap target audiens berusia 20–45 tahun yang tinggal di wilayah urban dengan gaya hidup sehat. Hasil evaluasi menunjukkan bahwa desain baru dinilai mampu menyampaikan pesan merek dengan lebih efektif dan meningkatkan daya tarik produk di mata konsumen. Kata kunci: desain kemasan, identitas merek, manisan buah, elemen visual, camilan sehat
Actions (login required)
 |
View Item |
