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Abstract

This design project is motivated by the competitive environment among micro, small, and medium enterprises (MSMEs) in the culinary sector, particularly dessert products, which requires each business to present a strong, consistent, and distinctive visual identity. An appropriate visual identity is needed to enhance brand image and strengthen consumer perceptions of product quality. This project uses a descriptive qualitative method, with data collected through interviews, indirect observation, and questionnaires to understand the brand characteristics and consumer perceptions. The design process applies the design thinking model, which consists of five stages: empathize, define, ideate, prototype, and testing. In addition, SWOT analysis is used to identify the internal and external conditions of the business. The results of this design project include a logo, packaging, and supporting media such as social media content and merchandise as promotional tools. The evaluation results indicate that the audience responded positively to the new visual identity, which was considered capable of representing the product’s enjoyable and memorable character. This Rebranding is also considered able to create a more professional impression and has the potential to strengthen brand image and increase consumer interest in the product.

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