TANUWIDJAYA, MALVIN (2025) PERANCANGAN VISUAL BRANDING PADA TANUTS. S1 thesis, Universitas Mercu Buana.
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Abstract
Tanuts is a cashew nut brand established in West Jakarta in 2022. Despite offering quality products made with organic ingredients, Tanuts lacks a clear and distinct visual identity. This makes the brand less well-known in an increasingly competitive market. Therefore, this visual branding design was carried out to build a premium, fresh, and natural brand image in line with the character of Tanuts products. The design process used the design thinking method, which consists of five stages: understanding market needs, formulating problems, generating ideas, creating prototypes, and conducting testing. The result of this process is a visual identity design consisting of a logo, supporting graphic elements, color and typography selection, and the preparation of a brand guidebook (Graphic Standard Manual). With a new, more focused and consistent visual identity, it is hoped that Tanuts will be more easily recognized, build a stronger image in the minds of consumers, and compete optimally in the snack food industry Tanuts adalah merek kacang mede yang berdiri di Jakarta Barat sejak tahun 2022. Meskipun menawarkan produk berkualitas dengan bahan organik, Tanuts belum memiliki identitas visual yang jelas dan membedakan. Hal ini membuat brand kurang dikenal di pasar yang persaingannya semakin ketat. Oleh karena itu, perancangan visual branding ini dilakukan untuk membangun citra merek yang premium, segar, dan natural sesuai karakter produk Tanuts. Proses perancangan menggunakan metode design thinking, yang terdiri dari lima tahap: memahami kebutuhan pasar, merumuskan masalah, mencari ide, membuat prototipe, hingga melakukan pengujian. Hasil dari proses ini adalah rancangan identitas visual berupa logo, elemen grafis pendukung, pemilihan warna dan tipografi, serta penyusunan buku panduan merek (Graphic Standard Manual). Dengan identitas visual baru yang lebih terarah dan konsisten, diharapkan Tanuts dapat lebih mudah dikenali, membangun citra yang lebih kuat di benak konsumen, dan bersaing secara optimal di industri makanan ringan.
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