Perancangan Ulang Sistem Desain Label Kemasan Purbasari = Redesign Purbasari Packaging Label Design System

Aurelia, Destania (2022) Perancangan Ulang Sistem Desain Label Kemasan Purbasari = Redesign Purbasari Packaging Label Design System. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perawatan tubuh menjadi hal yang penting dilakukan untuk menjaga kesehatan kulit. Mempunyai kulit yang lembut, lembap, bersinar dan terawat tentunya menjadi idaman banyak orang. Banyak brand lokal berlomba-lomba mengeluarkan produk-produk perawatan kulit agar mampu mendampingi masyarakat Indonesia yang mulai memiliki kesadaran akan pentingnya perawatan kulit tubuh. Namun banyak perusahaan yang hanya berfokus pada formula produk saja dan kurang memperhatikan segi identitas dan desain kemasan produk. Dari hasil observasi yang dilakukan, salah satu contoh brand lokal kecantikan yang memiliki permasalahan dalam visual yaitu Purbasari. Ditemukan permasalahan yang muncul yaitu adanya inkonsistensi identitas visual dari segi logo dan elemen-elemen visual seperti tipografi dan warna, dan ditemukan adanya permasalahan hierarki. Dengan begitu, dapat disimpulkan bahwa Purbasari memerlukan adanya perancangan ulang identitas visual yang nantinya akan diaplikasikan pada media kemasan. Perancangan ulang Purbasari akan dilakukan melalui beberapa tahapan yaitu yang pertama menganalisis mengenai identitas visual dari Purbasari, yang kedua melakukan pengumpulan data melalui observasi media online resmi Purbasari dan wawancara dengan salah satu pihak yang berwenang dari Purbasari. Dan tahap selanjutnya dilakukan perancangan ulang identitas visual beserta desain kemasan sehingga Purbasari memiliki identitas visual yang kuat untuk menjadi sebuah brand. / Body care is an important thing to do to maintain healthy skin. Having soft, moist, glowing and well-groomed skin is certainly the dream of many people. Many local brands are competing to issue skin care products in order to be able to assist the Indonesian people who are starting to have an awareness of the importance of body skin care. However, many companies only focus on product formulas and pay less attention to the identity and product packaging design. From the results of observations made, one example of a local beauty brand that has visual problems is Purbasari. Found problems that arise, namely the inconsistency of visual identity in terms of logos and visual elements such as typography and color, and hierarchical problems were found. Thus, it can be concluded that Purbasari requires a redesign of visual identity which will later be applied to packaging media. The redesign of Purbasari will be carried out through several stages, namely the first to analyze the visual identity of Purbasari, the second to collect data through observations of Purbasari's official online media and interviews with one of the authorities from Purbasari. And the next step is to redesign the visual identity along with the packaging design so that Purbasari has a strong visual identity to become a brand.

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