HIDAYAH, DEVI MARET DIANI ARBA'IN (2024) PERANCANGAN IDENTITAS VISUAL PADA UMKM PAW HOUSE. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
PAWHouse,aSmall,andMediumEnterprises(SMEs)specializingintheculinarysectorwitha coreproductofcookies,hasbeeninoperationsince2016andhasaloyalcustomerbase. However,PAWHouseisstillinitsintroductoryphaseandrequiresastrongvisualidentityto build brandawarenessamongconsumers.Thedesignprocessadoptedadesignthinking approach,encompassingthestagesofempathizing,defining,ideating,prototyping,andtesting. This visualidentitydesignincludesthedesignoflogos,colors,typography,supergraphics, patterns, characterillustrations,anddistributionofworksadaptedtotheAISASmarketing model (Attention,Interest,Search,Action,andShare),suchasproductlabels,secondary packaging, X-banners,stands,hampers,etc.Designtesting,aspartofthetestingphase,was conducted throughanopenexhibitiontargetingmillennialstoobtainfeedbackthroughGoogle Form questionnairesforevaluationpurposes.Theresultsofthisdesignareexpectedto strengthenPAWHouse'sbrandimageandenableittocompeteeffectivelyinthecompetitive market. PAWHouse,sebuahUsahaMikro,Kecil,danMenengah(UMKM)yangbergerakdisektor kuliner denganprodukunggulanberupakuekering.Meskipuntelahberdirisejaktahun2016dan memiliki pelanggantetap,PAWHousemasihberadapadatahapperkenalan,memerlukan identitas visualyangkuatuntukmembangunkesadaranmerekdikalangankonsumen.Proses perancangan mengadopsipendekatan design thinking, meliputitahapemphasize, define,ideate, prototype dan testing. Perancanganidentitasvisualinimeliputidesainlogo,warna,tipografi, super grafis,pattern,ilustrasikarakterdandistribusikaryayangdisesuaikandenganmodel pemasaran AISAS(Attention, Interest,Search,Action,andShare) sepertiLabelkemasan, kemasan sekunder,x-banner, stand, hampers set dll.Pelaksanaanujidesainsebagaitahap testing, dilakukandengancaramenyelenggarakanpamerankaryasecaraterbukadengan menargetkangenerasimilenialuntukmendapatumpanbalikmelaluipengisiankuesionergoogle form sebagaibahanevaluasi.Hasilperancanganinidiharapkandapatmemperkuatcitramerek PAWHousedanmemungkinkannyabersaingsecaraefektifdipasaryangkompetitif.
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FDSK/DKV. 24 093 |
| NIM/NIDN Creators: | 42320110025 |
| Uncontrolled Keywords: | Identitas Visual, Generasi Milenial,PAWHouse,KueKering,Citra Brand |
| Subjects: | 600 Technology/Teknologi > 600. Technology/Teknologi > 604 Technical Drawing/Menggambar Teknik, Hazardous Materials Technology/Teknologi Bahan Berbahaya, groups of people/Kelompok Masyarakat > 604.2 Technical Drawing/Menggambar Teknik > 604.24 Specific Drafting Procedures and Conventions/Prosedur dan Konvensi Perancangan Spesifik 700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 745 Decorative Arts/Seni Dekorasi |
| Divisions: | Fakultas Desain dan Seni Kreatif > Desain Komunikasi Visual |
| Depositing User: | ANANDA NADIRA PUTRI |
| Date Deposited: | 10 Oct 2024 03:56 |
| Last Modified: | 10 Oct 2024 03:56 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/92381 |
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