Perancangan ulang identitas visual (studi kasus: Hadi Kitchen Salad Bar) = Visual identity design (case study: Hadi Kitchen Salad Bar)

Setiana, Febrianti (2020) Perancangan ulang identitas visual (studi kasus: Hadi Kitchen Salad Bar) = Visual identity design (case study: Hadi Kitchen Salad Bar). Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Beberapa waktu belakangan ini, healthy food trend mulai merabak di Indonesia, salah satunya adalah trend mengkonsumsi salad. Hal tersebut dipengaruhi oleh kesadaran manusia terhadap kesehatan, dan dampaknya terhadap penampilan. Jika menginginkan tubuh yang sehat dan berpenampilan yang baik, dapat ditempuh dengan salah satu cara yaitu diet, mengkonsumsi makanan tidak berlebihan namun juga tidak kekurangan. Terdapat salah satu restoran di Indonesia yang mengedepankan "diet" sebagai bagian dari tagline dari brand tersebut, sekaligus menjual salad sebagai produk utamanya, yaitu Hadi Kitchen Salad Bar. Hadi Kitchen Salad Bar merupakan sebuah perusahaan di bidang makanan dan minuman dengan produknya yaitu salad dan smoothies. Secara garis besar, terdapat dua persoalan mendasar terkait identitas visual Hadi Kitchen Salad Bar di wilayah konten (identitas yang tidak distinctive) dan bentuknya (kesatuan dan inkonsistensi visual). Terkait dengan permasalahan tersebut, dibutuhkan perancangan identitas visual yang baru yang menjadi fokus proyek Tugas Akhir ini. Perancangan tersebut bertujuan untuk merancang sebuah identitas visual yang identik dengan keberadaan Hadi Kitchen Salad Bar, serta secara formal mengindahkan karakter visual yang distingtif, kesatuan, dan fleksibel ketika diterapkan dalam media yang berbeda. Perancangan ini menggunakan metode studi observasi, wawancara, dan studi pustaka, juga berbasis pada berbagai teoriteori dari pustaka tertentu. Perancangan ini dibangun berdasarkan kata kunci salad bar, balance, fresh; dan menghasilkan identitas visual bagi Hadi Kitchen Salad Bar berupa logo, elemen grafis, warna, typeface, dan implementasinya pada berbagai media yang berbeda-beda. / Healthy food trend has increased rapidly in Indonesia, along with eating salad as one of the trend. People nowadays has more aware of healthy lifestyle and its impact to appearance. If you want to have a healthy body and good appearance, one of the solutions is to have a diet by not eating too much nor lack of eating. Hadi Kitchen Salad Bar is one of Indonesian local restaurants that brings a joyful of diet through their signature healthy food and beverage, with salad and smoothies as the main star. There are two fundamental issues related to visual identity of Hadi Kitchen Salad Bar; content area (undistinctive identity), and its form (unity and visual inconsistency). Hadi Kitchen Salad Bar definitely need a new visual identity design, which I raise as the focus of this Final Project. The purpose is to design a visual identity that is identical to the existence of Hadi Kitchen Salad Bar, and formally notice the visual character that is distinctive, unified, and flexible when applied in different media. The project uses research methods such as observation, interview, and literatures review, based on theories from various references. Salad bar, balance, fresh are the keywords for this project, that produce a visual identity for Hadi Kitchen Salad Bar in the form of logo, graphic element, color, typeface, and their implementation in various media.

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