Perancangan ulang identitas visual kedai kopi Saat Seduh = Redesign visual identity of Saat Seduh coffee shop

Santoso, Yessica Angelina (2024) Perancangan ulang identitas visual kedai kopi Saat Seduh = Redesign visual identity of Saat Seduh coffee shop. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Banyaknya populasi kedai kopi di Indonesia yang terus berkembang membuat adanya persaingan yang sangat tinggi untuk menciptakan brand kedai kopi yang dapat bertahan di waktu yang lama. Adanya identitas visual akan membantu sebuah brand untuk menciptakan pengaruh yang sangat besar seperti mendiferensiasi dan memberikan keunikan dengan kompetitornya. Saat Seduh merupakan kedai kopi yang berdiri dari tahun 2017 dan didirikan oleh Ludovikus Andrew. Kedai kopi yang memiliki konsep specialty coffee ini belum memiliki identitas visual yang teridentifikasi dan terepresentasi dengan baik, serta belum memiliki brand guidelines yang konsisten. Sehingga, adanya tugas akhir ini bertujuan untuk merancang ulang identitas visual kedai kopi Saat Seduh unuk memperkuat identitas brand sehingga membantu terciptanya brand awareness yang ingin dicapai dan dapat berkembang ditengah maraknya pertumbuhan kedai kopi di Indonesia dan dapat terus berkembang membuka cabang didaerah yang lainnya. Tugas akhir ini akan menggunakan metodologi desain Five Phases of Design Process oleh Robin Landa yang meliputi tahap orientasi yaitu mengumpulkan informasi melalui wawancara dan observasi, tahap analisis dengan teori identitas yang ideal dan koheren menurut Robin Landa, analisis SWOT, dan analisis kompetitor. Lalu tahap konsep dengan membuat creative brief, mindmap untuk menentukan keywords, moodboard, dan morphological matrix. Lalu tahap desain dimulai dari sketsa kasar hingga finalisasi logo dan tahap implementasi yaitu identitas visual yang sudah di finalisasi akan di implementasi ke berbagai media./ The proliferation of coffee shops in Indonesia, continually on the rise, has led to intense competition in creating coffee shop brands that can endure over time. The presence of a visual identity plays a crucial role for a brand, enabling it to exert significant influence by differentiating itself and providing uniqueness compared to its competitors. Saat Seduh is a coffee shop that was established in 2017 by Ludovikus Andrew. Despite its specialty coffee concept, the establishment lacks a well-identified and well-represented visual identity, along with a inconsistent set of brand guidelines. Therefore, the aim of this final project is to redesign the visual identity of Saat Seduh, reinforcing the brand’s identity to foster the desired brand awareness. This redesign is particularly essential amid the booming growth of coffee shop in Indonesia, allowing the brand to expand into other regions. The project will employ the Five Phases of Design Process methodology by Robin Landa, encompassing the orientation phase involving information gathering through interviews and observations, the analysis phase incorporating theories of ideal and coherent visual identity by Robin Landa, SWOT analysis, and competitor analysis. The concept phase includes the creation of creative brief, mind map for determining keywords, mood board, and morphological matrix. The design phase ranges from rough sketches to the finalization of the logo, and the implementation phase involves applying the finalized visual identity across various media.

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