PERANCANGAN VISUAL BRAND IDENTITY PADA UMKM MOCHI BEE

ANGGITA, SALZHADINA (2025) PERANCANGAN VISUAL BRAND IDENTITY PADA UMKM MOCHI BEE. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to develop a visual design strategy that strengthens the branding of Mochi Bee, a micro, small, and medium enterprise (MSME) in the culinary field. The research employs a qualitative method, including interviews with the owner, observation of customer testimonials, and surveys of potential consumers using the empathy map approach. Data analysis focuses on identifying the brand’s values, unique selling proposition (USP), and relevant visual design strategies for Mochi Bee. The USP lies in its handmade products, allowing for continuous innovation in creating new flavor variants.The visual design strategy includes the selection of materials (GSM), tagline development, packaging design, and the use of social media platforms such as Instagram—aligned with the habits of the target market. This strategy is expected to build a strong visual identity, increase brand awareness, and strengthen Mochi Bee’s position in the market. Keywords: Visual brand identity, logo, packaging, branding. Penelitian ini bertujuan untuk merancang strategi desain visual yang dapat memperkuat branding Mochi Bee, sebuah UMKM di bidang kuliner. Metode penelitian yang digunakan adalah kualitatif, mencakup wawancara dengan pemilik, observasi terhadap testimoni pelanggan, serta survei calon konsumen menggunakan peta empati. Analisis data berfokus pada value, unique selling proposition (USP), dan strategi desain visual untuk brand Mochi Bee. Penelitian ini bertujuan untuk menganalisis value, unique selling point (USP), dan strategi desain yang relevan bagi Mochi Bee. USP-nya adalah produk handmade yang memungkinkan inovasi berkelanjutan dalam menciptakan varian rasa baru. Strategi desain visual yang dirancang meliputi pemilihan bahan (GSM), tagline, desain kemasan, serta penggunaan platform sosial media seperti Instagram, yang sesuai dengan kebiasaan target pasar. Strategi ini diharapkan dapat membangun identitas visual yang kuat, meningkatkan brand awareness, dan memperkuat posisi Mochi Bee di pasar. Kata Kunci: Visual brand identity, logo, packaging, branding.

Item Type:	Thesis (S1)
Call Number CD:	FDSK/DKV. 25 109
NIM/NIDN Creators:	42321110001
Uncontrolled Keywords:	Visual brand identity, logo, packaging, branding.
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 010 Bibliography/Bibliografi > 011 General Bibliographies/Bibliografi Umum > 011.3 Bibliographies by Specific Forms/Bibliografi dan Katalog dengan Bentuk Khusus > 011.37 Visual and Audio Visual Media/Media Visual dan Audio Visual 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 339 Macroeconomics and Related Topics/Makroekonomi, Ekonomi Makro dan Topik Terkait > 339.5 Macroeconomics Policy/Kebijakan Makroekonomi, Kebijakan Ekonomi Makro 700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 745 Decorative Arts/Seni Dekorasi > 745.2 Industrial Design/Desain Industri
Divisions:	Fakultas Desain dan Seni Kreatif > Desain Komunikasi Visual
Depositing User:	khalimah
Date Deposited:	17 Oct 2025 04:03
Last Modified:	17 Oct 2025 04:03
URI:	http://repository.mercubuana.ac.id/id/eprint/99394

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