REDESAIN IDENTITAS MEREK DEMEN NGUNYAH

Purnama, Evitta Amelianty (2024) REDESAIN IDENTITAS MEREK DEMEN NGUNYAH. S1 thesis, Universitas Mercu Buana-Menteng.

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Abstract

Demen Ngunyah adalah salah satu pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) yang menawarkan berbagai macam produk camilan seperti Stik Bawang, Keripik Bawang, Stik Keju, dan Stik Kentang Balado serta kue kering buatan sendiri seperti Nastar, putri salju, kastengel, kue kacang, dan Biji ketapang. Penelitian ini menggunakan metode kualitatif dan berfokus menggunakan teori Suranto Rustan untuk melakukan perancangan identitas Demen Ngunyah. Tujuan pada penelitian ini adalah untuk merancang desain identitas visual yang sesuai dan merancang ragam media sebagai identitas branding demen ngunyah. Analisis data dilakukan menggunakan metode design thinking, yang mencakup lima tahap yaitu emphatize, define, ideate, prototype, dan testing. Hasil Analisis yaitu nama dan logo Demen Ngunyah sebagai komunikasi utama antara brand dengan generasi muda. Akan tetapi media – media yang digunakan belum diterapkan secara luas. Penggunaan metode AISAS digunakan untuk menentukan media yang dapat menjangkau Generasi muda untuk berinteraksi mulai media sosial seperti instagram, Poster, stiker di kendaraan, Banner, Billboard, kop surat, amplop, stempel, Lcd digital, Flag banner, Buku menu, brosur, Kartu nama, Pin, gantungan kunci, Baju, Topi, Tas, dan Totebag dalam mengenal dan mengingat brand Demen Ngunyah. Demen Ngunyah is one of the Micro, Small and Medium Enterprises (MSMEs) which offers various kinds of snack products such as Onion Sticks, Onion Chips, Cheese Sticks and Balado Potato Sticks as well as homemade dry cakes such as Nastar, snow princess, kastengel, cake peanuts, and ketapang seeds. This research uses qualitative methods and focuses on using Suranto Rustan's theory to design Demen Ngunyah's identity. The aim of this research is to design an appropriate visual identity design and design a variety of media as a branding identity for Demen Ngunyah. Data analysis was carried out using the design thinking method, which includes five stages, namely empathize, define, ideate, prototype, and testing. The results of the analysis show that Demen Ngunyah's name and logo are the main means of communication between the brand and the younger generation. However, the media used have not been widely implemented. The use of the AISAS method is used to determine media that can reach the younger generation to interact starting from social media such as Instagram, posters, stickers on vehicles, banners, billboards, letterheads, envelopes, stamps, digital LCDs, flag banners, menu books, brochures, business cards. , Pins, key chains, clothes, hats, bags and tote bags in getting to know and remember the Demen Ngunyah brand.

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