VISUAL BRANDING UKM “DON’T WORRY DONBURI”

DARRYL, JOSHUA (2019) VISUAL BRANDING UKM “DON’T WORRY DONBURI”. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Nowadays the development in the culinary field is increasing rapidly, so that many Small and Medium Enterprises (SMEs) businesses are competing to make more innovative and creative food. In terms of developing the idea of creative food, not a few businesses that adapt food from other countries, one of which is quite familiar in Indonesia is food that originated from Japan, namely donburi. Various types of donburi are common in Indonesia, both large and small scale. Donburi businesses can be found at Pasar Lama, Tangerang. However, innovative ideas in food development alone are not enough to boost the sales value of the donburi SMEs, other aspects are needed to increase sales value. Brand identity is one of the important aspects required by the brand. The purpose of making this brand identity is to build awareness, and communicate the uniqueness and quality of the product of the brand Don't Worry Donburi by making the logo, name, tagline, and supporting media needed to help increase sales value. The manufacturing process that includes interviews, direct observation, and library research, reference designs that are suitable for achieving the design test process. The design trial results obtained consisted of positive responses to constructive suggestions in research and development of the design process. From this design process it can be concluded that the design is sufficient to represent the brand. Key Word: Brand, Branding, Identity, Food Dewasa ini perkembangan di bidang kuliner meningkat pesat, sehingga banyak pelaku Usaha Kecil Menengah (UKM) bersaing untuk membuat suatu makanan yang lebih inovatif dan kreatif. Dalam hal mengembangkan ide kreatif sebuah makanan, tidak sedikit pelaku usaha yang mengadaptasi makanan dari negara lain, salah satu yang cukup familier di Indonesia adalah makanan yang berasal dari Jepang, yakni donburi. Berbagai jenis donburi sudah banyak dijumpai di Indonesia, baik yang berskala besar maupun kecil. Usaha donburi berskala kecil dapat ditemukan satu di antaranya di Pasar Lama, Tangerang. Namun ide inovatif dalam pengembangan makanan saja tidak cukup untuk mendongkrak nilai penjualan pelaku UKM donburi tersebut, diperlukan aspek lainnya untuk meningkatkan nilai penjualan. Brand Identity adalah salah satu aspek penting yang diperlukan oleh brand. Tujuan pembuatan brand identity ini adalah untuk membangun kesadaran, dan mengkomunikasikan keunikan dan kualitas produk dari brand Don’t Worry Donburi dengan membuat sebuah logo, nama, taglines dan media pendukung yang dibutuhkan untuk membantu meningkatkan nilai penjualan. Proses pembuatan meliputi wawancara, observasi langsung, dan penelitian pustaka, referensi desain sejenis hingga mencapai proses uji desain. Hasil uji desain yang didapatkan berupa respon positif berupa saran yang membangun dalam penelitian dan pengembangan proses desain. Dari proses perancangan ini dapat disimpulkan bahwa perancangan sudah cukup merepresentasikan brand. Kata Kunci: Brand, Branding, Identity, Food

Item Type: Thesis (S1)
Call Number CD: FDSK/DKV. 19 054
NIM/NIDN Creators: 42315010090
Uncontrolled Keywords: Brand, Branding, Identity, Food
Subjects: 700 Arts/Seni, Seni Rupa, Kesenian > 720 Architecture/Arsitektur > 726 Buildings for Religious Architecture/Arsitektur Bangunan Keagamaan > 726.5 Church Architecture/Arsitektur Gereja > 726.51 Design, Decoration, Construction of Structural Elements/Desain, Dekorasi, Struktur
700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi
700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar
700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi
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: Dede Muksin Lubis
Date Deposited: 12 Apr 2022 07:22
Last Modified: 12 Apr 2022 07:22
URI: http://repository.mercubuana.ac.id/id/eprint/59785

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