Perancangan Ulang Identitas Visual Kopi Es Tak Kie = Redesigning the Visual Identity of "Kopi Es Tak Kie" Coffee Shop

Evelyn, Evelyn (2022) Perancangan Ulang Identitas Visual Kopi Es Tak Kie = Redesigning the Visual Identity of "Kopi Es Tak Kie" Coffee Shop. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Sebagai sebuah toko kopi yang melegenda, brand Kopi Es Tak Kie tentu tidak asing lagi bagi masyarakat. Sebagai pelopor kopi susu di Jakarta, banyak kopi lain yang bermunculan dengan berbagai variasi dan desain menarik. Di tengah majunya jaman dan pembukaan cabang-cabang barunya, identitas visual Kopi Es Tak Kie yang kurang kuat dan representatif menjadi hambatan bagi masyarakat generasi baru untuk dapat mengenal Kopi Es Tak Kie. Penerapan desain pada media berbeda di cabang-cabangnya, seperti menu dan packaging takeaway, baik dari segi layout, typeface, dan konsep, memicu kebingungan akan entitas Kopi Es Tak Kie. Untuk itu, penulis membuat perancangan yang bertujuan untuk mendesain ulang identitas visual dan media promosi Kopi Es Tak Kie agar menjadi lebih representatif dan menggambarkan karakter serta sejarah Kopi Es Tak Kie. Penerapan yang konsisiten di seluruh medianya akan dilakukan untuk mempermudah akses informasi dan menghindari kebingungan. Penulis akan menggunakan metodologi desain milik Robin Landa, yaitu Five Phases of the Design Process, yang terdiri dari Orientation, Analysis, Conceptual Design, Design Development, dan Implementation untuk poyek perancangan ini. Penulis akan mengumpulkan data konkret melalui studi pustaka, wawancara, dan survey tempat, kemudian menganalisa data dan membuat alternatif desain dengan menggunakan Morphological Matrix, dan mengembangkan desain lalu mengimplementasikannya dalam mockup. / As a legendary coffee shop, the brand Kopi Es Tak Kie is certainly not a stranger to the public. As a pioneer or milk coffee in Jakarta, many other coffee shops have emerged with various variations and interesting designs. In the midst of advancing times and opening of new branches, the inconsistent and not representative visual identity of Kopi Es Tak Kie becomes an obstacle to the advancement of the brand for the new generation of people to get to know Kopi Es Tak Kie. The different application of design in its branches, such as menu, takeaway packagings, be it from its layout, typeface, and concept, triggers confusion over the entity of Kopi Es Tak Kie’s. For this reason, the author aims to redesign its existing visual identity and promotional media so Kopi Es Tak Kie will be more representative of its character and history. Consistent application across all media will be carried out to facilitate access to information and avoid confusion. The author will use Robin Landa’s design methodology, namely the Five Phases of the Design Process, which consist of Orientation, Analysis, Conceptual Design, Design Development, and Implementation for this design project. The author will collect concrete data through literature studies, interviews, and site surveys, then analyze the data and create alternative designs using Morphological Matrix, and develop designs before implementing them in mockups.

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