REDESAIN IDENTITAS HANIS KITCHEN

Rayhan, Faris Ahmad (2024) REDESAIN IDENTITAS HANIS KITCHEN. S1 thesis, Universitas Mercu Buana - Menteng.

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Abstract

Penelitian ini bertujuan untuk menganalisis dan meredesain identitas merek Hanis Kitchen, sebuah brand kue tradisional yang menyasar generasi milenial. Fokus utama penelitian adalah memahami dan memperbaiki elemen visual serta identitas merek agar selaras dengan citra dan nilai yang diinginkan oleh target audiens. Proses perancangan melibatkan penentuan segmentasi pasar yang spesifik, yaitu generasi milenial usia 25-40 tahun yang tinggal di perkotaan, dengan minat pada jajanan pasar tradisional. Identitas merek yang diperkuat mencakup elemen-elemen visual seperti logo, tipografi, dan warna yang mencerminkan karakter homemade dan autentik dari produk Hanis Kitchen. Metode AISAS (Attention, Interest, Search, Action, Share) diterapkan dalam strategi pemasaran dan distribusi media. Metode ini membantu menarik perhatian, membangun minat, menyediakan informasi yang relevan, mendorong tindakan pembelian, dan memfasilitasi pembagian pengalaman oleh konsumen. Hanis Kitchen menggunakan berbagai platform media sosial seperti Instagram, WhatsApp, dan TikTok serta media cetak seperti poster, brosur, dan kemasan untuk mencapai audiens target. Strategi distribusi ini dirancang untuk memaksimalkan interaksi dengan generasi milenial yang dikenal sangat visual dan interaktif. Hasil akhir dari penelitian ini adalah desain ulang identitas visual Hanis Kitchen yang diaplikasikan ke berbagai media. Uji coba dan feedback dari audiens menunjukkan peningkatan signifikan dalam kesadaran merek dan minat konsumen terhadap produk Hanis Kitchen. Evaluasi ini memperlihatkan bahwa pendekatan visual yang menarik dan penggunaan bahan berkualitas tinggi dapat memperkuat persepsi positif terhadap kue-kue tradisional. Dengan demikian, redesain identitas ini diharapkan dapat mempertahankan dan meningkatkan daya tarik kuliner tradisional Indonesia di kalangan generasi milenial. This research aims to analyze and redesign the brand identity of Hanis Kitchen, a traditional cake brand targeting the millennial generation. The main focus of the research is to understand and improve the visual elements and brand identity to be in harmony with the image and values desired by the target audience. The design process involves determining a specific market segmentation, namely the millennial generation aged 25-40 years who live in urban areas, with an interest in traditional market snacks. The reinforced brand identity includes visual elements such as logos, typography, and colors that reflect the homemade and authentic character of Hanis Kitchen products. The AISAS (Attention, Interest, Search, Action, Share) method is applied in marketing and media distribution strategies. This method helps attract attention, build interest, provide relevant information, encourage purchase actions, and facilitate experience sharing by consumers. Hanis Kitchen uses various social media platforms such as Instagram, WhatsApp, and TikTok as well as print media such as posters, brochures, and packaging to reach the target audience. This distribution strategy is designed to maximize interaction with the millennial generation, which is known to be very visual and interactive. The end result of this study is a redesign of Hanis Kitchen's visual identity which is applied to various media. Trials and feedback from the audience showed a significant increase in brand awareness and consumer interest in Hanis Kitchen products. This evaluation shows that an attractive visual approach and the use of high-quality ingredients can reinforce the positive perception of traditional pastries. Thus, this identity redesign is expected to maintain and increase the appeal of traditional Indonesia cuisine among the millennial generation.

Item Type: Thesis (S1)
NIM/NIDN Creators: 42320010084
Uncontrolled Keywords: Redesain Identitas, Hanis Kitchen, Generasi Milenial, AISAS, Desain Visual, Citra Merek, Media Sosial, Pengujian Audiens. Identity Redesign, Hanis Kitchen, Millennial Generation, AISAS, Visual Design, Brand Image, Social Media, Audience Testing.
Subjects: 700 Arts/Seni, Seni Rupa, Kesenian > 700. Arts/Seni, Seni Rupa, Kesenian
Divisions: Fakultas Desain dan Seni Kreatif > Desain Komunikasi Visual
Depositing User: SILMI KAFFA MARISKA
Date Deposited: 26 Aug 2024 08:06
Last Modified: 26 Aug 2024 08:06
URI: http://repository.mercubuana.ac.id/id/eprint/90748

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