Perancangan Identitas Visual Mie dan Bubur Ayam Untuk Meningkatkan Daya Saing
Keywords:
Visual Identity, Branding , MSMEs, Bruce Archer , Mascot LogoAbstract
The increasingly competitive culinary industry requires every business to have a visual identity that distinguishes it from its competitors. Mie & Bubur Ayam Mas Aan is one of the micro, small, and medium enterprises (MSMEs) in Indramayu Regency that has been operating since 2016 but does not yet have a consistent visual identity. This condition has resulted in the business lacking a strong character and being difficult to recognize, particularly when participating in culinary exhibitions attended by many similar businesses. Therefore, this study aims to design the visual identity of Mie & Bubur Ayam Mas Aan as an effort to strengthen its brand image and increase public recognition of the business. The design method used in this study is Bruce Archer’s design method, which consists of the Analytical Phase, Creative Phase, and Executive Phase. Data were collected through observation, interviews, documentation, and literature studies. The data obtained were then analyzed using SWOT, STP, USP, 5W+1H, and Consumer Journey analyses as the basis for determining the visual identity design concept. The resulting design consists of a mascot logo that represents the character of the business owner, supported by a visual identity system that includes color selection, typography, and its application across various media, including banners, menus, posters, and packaging. All media were designed consistently to establish a recognizable visual character and differentiate the business from similar culinary businesses. Based on the design results, the resulting visual identity is expected to increase brand recognition, strengthen the brand image, establish visual consistency across various promotional media, and support the competitiveness of Mie & Bubur Ayam Mas Aan, particularly in promotional activities and culinary exhibitions.
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