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RE-BRANDING MELALUI PERANCANGAN ULANG

IDENTITAS VISUAL SUWE ORA JAMU

Laporan Tugas Akhir

Ditulis sebagai syarat untuk memperoleh gelar Sarjana Desain (S.Ds.)

Nama : Jonathan Dimas

NIM : 14120210502

Program Studi : Desain Komunikasi Visual

Fakultas : Seni & Desain

UNIVERSITAS MULTIMEDIA NUSANTARA

TANGERANG

2019

Re-Branding Melalui Perancangan..., Jonathan Dimas, FSD UMN, 2019

ii

LEMBAR PERNYATAAN TIDAK MELAKUKAN PLAGIAT

Saya yang bertanda tangan di bawah ini:


NIM : 14120210502



Universitas Multimedia Nusantara

Judul Tugas Akhir :

RE-BRANDING MELALUI PERANCANGAN ULANG IDENTITAS

VISUAL SUWE ORA JAMU

dengan ini menyatakan bahwa, laporan dan karya tugas akhir ini adalah asli dan

belum pernah diajukan untuk mendapatkan gelar sarjana, baik di Universitas

Multimedia Nusantara maupun di perguruan tinggi lainnya.

Karya tulis ini bukan saduran/terjemahan, murni gagasan, rumusan dan

pelaksanan penelitian/implementasi saya sendiri, tanpa bantuan pihak lain, kecuali

arahan pembimbing akademik dan narasumber.

Demikian surat Pernyataan Originalitas ini saya buat dengan sebenarnya,

apabila di kemudian hari terdapat penyimpangan serta ketidakbenaran dalam

pernyataan ini, maka saya bersedia menerima sanksi akademik berupa pencabutan


iii

gelar (S.Ds.) yang telah diperoleh, serta sanksi lainnya sesuai dengan norma yang

berlaku di Universitas Multimedia Nusantara.

Tangerang, 23 Mei 2019

Jonathan Dimas


iv

HALAMAN PENGESAHAN TUGAS AKHIR

RE-BRANDING MELALUI PERANCANGAN ULANG

IDENTITAS VISUAL SUWE ORA JAMU

Oleh


NIM : 14120210502



Tangerang, 21 Juni 2019

.


v

KATA PENGANTAR

Puji syukur penulis panjatkan kepada Tuhan Yang Maha Esa atas berkat dan

karunia-Nya, penulis dapat menyelesaikan Tugas Akhir yang berjudul

“Perancangan Ulang Identitas Visual Suwe Ora Jamu” dengan baik dan tepat pada

waktunya.

Penulis mengangkat topik ini untuk merancang ulang identitas visual

Suwe Ora Jamu karena kafe ini telah berperan dalam melestarikan jamu sebagai

ramuan kesehatan warisan leluhur Indonesia yang telah dikenal ratusan tahun

lamanya agar tidak dilupakan begitu saja. Selain itu, penulis juga berharap tugas

akhir ini dapat menjelaskan tentang proses perancangan identitas visual yang baik

kepada pembaca.

Dalam merancang tugas akhir ini, penulis banyak mendapatkan pelajaran

tentang proses merancang sebuah identitas visual yang baik. Identitas visual

sendiri merupakan bagian penting dalam branding karena selain berperan sebagai

tanda pengenal suatu merek, identitas visual juga merupakan media komunikasi

dalam menyampaikan value suatu produk.

Penulisan tugas akhir ini juga tidak luput dari bantuan serta dukungan

berbagai pihak. Oleh karena itu penulis ingin mengucapkan terima kasih kepada:

1. Mohammad Rizaldi, S.T., M.Ds. selaku ketua program studi Fakultas Seni

dan Desain.


vi

2. Darfi Rizkavirwan, S.Sn., M.Ds. selaku dosen pembimbing yang telah

banyak memberikan arahan kepada penulis selama perancangan tugas

akhir ini.

3. Teman-teman mahasiswa yang juga telah memberikan banyak bantuan

bagi penulis dalam menyelesaikan tugas akhir ini.

Tangerang, 25 Mei 2019

Jonathan Dimas


vii

ABSTRAKSI

Jamu merupakan ramuan kesehatan tradisional yang telah digunakan bangsa

Indonesia sejak lama. Namun, eksistensi jamu khusunya dikalangan anak muda

mulai menurun karena jamu memiliki rasa pahit dan aroma yang tidak begitu

sedap. Hal inilah yang memprakarsai berdirinya Suwe Ora Jamu, sebuah kafe

untuk anak-anak muda mencicipi jamu. Berdiri sejak 2013, kini Suwe Ora Jamu

sudah memiliki tiga cabang dan telah mendistribusikan jamu kemasannya ke Jawa

dan Bali. Namun, awareness masyarakat terhadap kafe ini masih terbilang rendah.

Mayoritas responden dari kuesioner dan focus group discussion menyatakan tidak

tahu tentang produk ini. Melihat fenomena tersebut, maka merancang ulang brand

melalui identitas visual adalah hal yang harus dilakukan guna meningkatkan

awareness mengenai Suwe Ora Jamu, kafe yang bukan hanya sekedar kafe kopi

biasa, namun kafe yang menyediakan jamu sebagai menu utamanya. Kemudian

akan dibuat juga graphic standart manual agar identitas visual yang telah dibuat,

dapat digunakan dengan efektif dan konsisten. Kata kunci : brand, identitas

visual, jamu, suwe ora jamu.


viii

ABSTRACT

Jamu is a traditional potion that has been used by Indonesian people since long

ago. But, the exsistence of jamu especially among youth started to decrease

because it has a bitter taste and it’s unpleasant aroma. This is what makes Suwe

Ora Jamu firstly established, a cafe for young people to taste jamu. Founded in

2013, now it has three branch and already distributes it’s packaged jamu towards

Java and Bali. But, people’s awareness of this cafe still fairly low. Majority of

respondent from questionnaire and focus group discussion stated that they don’t

aware of this brand. Based on this phenomenon, redesigning a brand towards

visual identity is needed in order to raise awareness about Suwe Ora Jamu, not

just an ordinary coffee shop but a cafe to drink jamu. Along with the graphic

standart manual so the designed visual identity can be used effectively and

consistently.

Keywords : brand, visual identity, jamu, suwe ora jamu.


ix

DAFTAR ISI

LEMBAR PERNYATAAN TIDAK MELAKUKAN PLAGIAT .................... II

HALAMAN PENGESAHAN TUGAS AKHIR ..............................................IV

KATA PENGANTAR ......................................................................................IV

ABSTRAKSI .................................................................................................. VII

ABSTRACT.................................................................................................... VIII

DAFTAR ISI ....................................................................................................IX

DAFTAR GAMBAR ................................................................................... XIIII

DAFTAR LAMPIRAN .................................................................................. XV

BAB I PENDAHULUAN ................................................................................... 1

1.1. Latar Belakang ..................................................................................... 1

1.2. Rumusan Masalah ................................................................................ 3

1.3. Batasan Masalah ................................................................................... 3

1.4. Tujuan Tugas Akhir .............................................................................. 4

1.5. Manfaat Tugas Akhir ............................................................................ 4

BAB II TINJAUAN PUSTAKA ........................................................................ 5

2.1. Brand ................................................................................................... 5

2.2. Brand Strategy ..................................................................................... 5

2.3. Re-branding ......................................................................................... 6

2.3.1. Brand Equity ............................................................................. 6


x

2.3.2. Brand Awareness ...................................................................... 7

2.3.3. Brand Identity ........................................................................... 8

2.3.4. Brand Positioning ..................................................................... 8

2.4. Desain Grafis ........................................................................................ 8

2.4.1. Elemen Desain .......................................................................... 9

2.4.2. Prinsip Desain ......................................................................... 10

2.5. Identitas Visual ................................................................................... 13

2.5.1. Nama ...................................................................................... 14

2.5.2. Logo ....................................................................................... 15

2.5.3. Logotype ................................................................................. 18

2.5.4. Grid Logo ............................................................................... 19

2.5.5. Tipografi ................................................................................. 19

2.5.6. Psikologi Warna...................................................................... 21

2.6. Segmenting, Targeting, Positioning .................................................... 26

2.7. Gestalt ................................................................................................ 27

BAB III METODOLOGI ................................................................................ 30

3.1. Metodologi Pengumpulan Data .......................................................... 30

3.1.1. Wawancara ............................................................................. 32

3.1.2. Kuesioner................................................................................ 34

3.1.3. Observasi ................................................................................ 42

3.1.4. Focus Group Discussion ......................................................... 50

3.2. Analisis Kompetitor............................................................................ 53

3.2.1. Jamu Lifestyle Sido Muncul .................................................... 53


xi

3.2.2. Jamu With You ....................................................................... 55

3.2.3. Jaka Jamu ............................................................................... 56

3.2.4. Acaraki Jamu .......................................................................... 57

3.2.5. Rahsa Nusantara ..................................................................... 59

3.2.6. Kesimpulan Analisa Kompetitor ............................................. 62

3.3. Metodologi Perancangan .................................................................... 62

BAB IV PERANCANGAN DAN ANALISIS .................................................. 65

4.1. Strategi Perancangan .......................................................................... 65

4.1.1. Perancangan Logo ................................................................... 66

4.1.2. Perancangan Supergrafis ......................................................... 90

4.1.3. Tipografi ................................................................................. 92

4.1.4. Perancangan Graphic Standard Manual .................................. 94

4.1.5. Perancangan Media Sekunder ................................................. 96

4.1.6. Perancangan Packaging .......................................................... 97

4.1.7. Perancangan Business Card .................................................... 99

4.1.8. Perancangan Kop Surat ......................................................... 101

4.1.9. Perancangan Amplop ............................................................ 102

4.1.10. Perancangan Map Folder ...................................................... 102

4.1.11. Perancangan Folder .............................................................. 104

4.1.12. Perancangan Template Poster ................................................ 105

4.1.13. Perancangan X-banner .......................................................... 106

4.1.14. Website ................................................................................. 106

4.1.15. Seragam ................................................................................ 107


xii

4.1.16. Id Card ................................................................................. 108

4.1.17. Kendaraan Distribusi............................................................. 108

4.1.18. Merchandise ......................................................................... 109

4.2. Analisis Perancangan ........................................................................ 111

4.2.1. Analisis Perancangan Logo ................................................... 111

4.2.2. Analisis Graphic Standard Manual ....................................... 113

4.2.3. Analisis Packaging ............................................................... 115

4.2.4. Analisis Business Card ......................................................... 116

4.2.5. Analisis Kop Surat ................................................................ 117

4.2.6. Amplop ................................................................................. 118

4.2.7. Analisis Folder dan Folder Map ........................................... 119

4.2.8. Analisis Website.................................................................... 120

4.2.9. Analisis Poster ...................................................................... 121

4.2.10. Analisis Seragam Pegawai .................................................... 122

4.2.11. Analisis Id Card .................................................................... 123

4.3. Budgeting ......................................................................................... 124

BAB V PENUTUP ......................................................................................... 125

5.1. Kesimpulan ...................................................................................... 125

5.2. Saran ................................................................................................ 126

DAFTAR PUSTAKA .......................................................................................IX


xiii

DAFTAR GAMBAR

Gambar 2.1. Brand............................................................................................... 5

Gambar 2.2. Skema Brand Strategy Alina Wheeler .............................................. 6

Gambar 2.3. Contoh Logo Unity ........................................................................ 11

Gambar 2.4. Contoh Logo Balance .................................................................... 11

Gambar 2.5. Contoh Logo Hierarchy ................................................................. 12

Gambar 2.6. Contoh Logo Scale and Proportion ................................................ 12

Gambar 2.7. Contoh Logo Dominasi .................................................................. 13

Gambar 2.8. Contoh Logo Kesamaan dan Kontras ............................................. 13

Gambar 2.9. Google ........................................................................................... 15

Gambar 2.10. Logo McDonald’s ........................................................................ 16

Gambar 2.11. Contoh Logotype .......................................................................... 16

Gambar 2.12. Contoh Lettermark ....................................................................... 16

Gambar 2.13. Contoh Symbol ............................................................................. 17

Gambar 2.14. Contoh Logo Karakter Michelin................................................... 17

Gambar 2.15. Contoh emblem ............................................................................ 18

Gambar 2.16. Quipper Logotype ........................................................................ 18

Gambar 2.17. Grid Pada Logo ............................................................................ 19

Gambar 2.18. Tipografi ...................................................................................... 20

Gambar 2.19. Warna .......................................................................................... 21

Gambar 2.20. Merah .......................................................................................... 22

Gambar 2.21. Kuning ......................................................................................... 23

Gambar 2.22. Orange ......................................................................................... 23


xiv

Gambar 2.23. Hijau ............................................................................................ 24

Gambar 2.24. Biru ............................................................................................. 24

Gambar 2.25. Ungu ............................................................................................ 25

Gambar 2.26. Merah Muda ................................................................................ 25

Gambar 2.27. Coklat .......................................................................................... 26

Gambar 2.28. Abu-abu ....................................................................................... 26

Gambar 2.29. Contoh Penerapan Teori Gestalt. .................................................. 29

Gambar 2.30. Map Folder Tertutup.................................................................. 103

Gambar 3.1. Dokumentasi Wawancara............................................................... 32

Gambar 3.2. Diagram Usia Responden ............................................................... 35

Gambar 3.3. Kota Domisili Responden .............................................................. 35

Gambar 3.4. Pekerjaan ....................................................................................... 36

Gambar 3.5. Penghasilan Responden.................................................................. 36

Gambar 3.6. Responden yang Pernah Minum Jamu ............................................ 37

Gambar 3.7. Rutinitas Minum Jamu Responden ................................................. 37

Gambar 3.8. Alasan Responden Jarang atau Tidak Minum Jamu ........................ 37

Gambar 3.9. Pengetahuan Responden Terhadap Suwe Ora Jamu ........................ 38

Gambar 3.10. Sumber Informasi Suwe Ora Jamu ............................................... 38

Gambar 3.11. Jumlah Responden yang Pernah Datang ke Kafe Suwe Ora Jamu. 39

Gambar 3.12. Brand Image ................................................................................ 39

Gambar 3.13. Brand Value ................................................................................. 40

Gambar 3.14. Brand Image Kompetitor ............................................................. 40

Gambar 3.15. Perbandingan Kompetitor ............................................................ 41


xv

Gambar 3.16. Dokumentasi Observasi ............................................................... 43

Gambar 3.17. Tampilan Website Suwe Ora Jamu ............................................... 45

Gambar 3.18. Instagram Utama Suwe Ora Jamu ................................................ 46

Gambar 3.19. Instagram Katalog Suwe Ora Jamu .............................................. 46

Gambar 3.20. Instagram Kelas Jamu Suwe Ora Jamu ......................................... 46

Gambar 3.21. Facebook Suwe Ora Jamu ............................................................ 47

Gambar 3.22. Twitter Suwe Ora Jamu ................................................................ 47

Gambar 3.23. Youtube Suwe Ora Jamu .............................................................. 48

Gambar 3.24. Daftar Menu Kafe Suwe Ora Jamu ............................................... 49

Gambar 3.25. Dokumentasi Focus Group Discussion. ........................................ 51

Gambar 3.26. Jamu Sido Muncul di AEON Mall BSD ....................................... 54

Gambar 3.27. Instagram Jamu With You............................................................ 55

Gambar 3.28. Website Jamu With You ............................................................... 55

Gambar 3.29. Dokumentasi dalam Website Jamu With You ............................... 56

Gambar 3.30. Website Jaka Jamu. ...................................................................... 57

Gambar 3.31. Produk Jaka Jamu ........................................................................ 57

Gambar 3.32. Logo Acaraki Jamu. ..................................................................... 57

Gambar 3.33. Instagram Acaraki Jamu. .............................................................. 58

Gambar 3.34. Instagram Rahsa Nusantara. ......................................................... 60

Gambar 3.35. Packaging Rahsa Nusantara. ........................................................ 60

Gambar 3.36. Display Rahsa Nusantara. ............................................................ 61

Gambar 4.1 Mindmapping Suwe Ora Jamu ........................................................ 67

Gambar 4.2. Mindmapping Kata Kunci .............................................................. 70


xvi

Gambar 4.3. Referensi Brand ............................................................................. 71

Gambar 4.4. Moodboard. ................................................................................... 72

Gambar 4.5. Sketsa Manual ............................................................................... 73

Gambar 4.6. Rancangan Logo Awal ................................................................... 74

Gambar 4.7. Studi Bunga Tulip. ......................................................................... 75

Gambar 4.8. Sketsa Perancangan Logo .............................................................. 76

Gambar 4.9. Proses Perancangan Tipografi. ....................................................... 77

Gambar 4.10. Alternatif Tipografi ...................................................................... 77

Gambar 4.11. Hasil Eksplorasi Logo .................................................................. 78

Gambar 4.12. Lumpang dan Alu ........................................................................ 79

Gambar 4.13. Eksplorasi Lumpang dan Alu ....................................................... 80

Gambar 4.14. Logo Tanpa Warna. ..................................................................... 81

Gambar 4.15. Skema Warna Coklat ................................................................... 82

Gambar 4.16. Logo Berwarna Coklat ................................................................. 82

Gambar 4.17. Warna Coklat Logo ...................................................................... 83

Gambar 4.18. Rempah-rempah ........................................................................... 84

Gambar 4.19. Logo Berwarna Oranye ................................................................ 85

Gambar 4.20. Skema Warna Oranye .................................................................. 85

Gambar 4.21. Warna Oranye Logo ..................................................................... 85

Gambar 4.22. Logo ............................................................................................ 86

Gambar 4.23. Grid Logo .................................................................................... 86

Gambar 4.24. Reversed Logo ............................................................................. 87

Gambar 4.25. Safe Space Logo .......................................................................... 88


xvii

Gambar 4.26. Incorrect Logo Usage .................................................................. 89

Gambar 4.27. Panduan Latar Belakang Logo ..................................................... 90

Gambar 4.28. Grid Supergrafis .......................................................................... 91

Gambar 4.29. Contoh Pengaplikasian Supergrafis .............................................. 91

Gambar 4.30. Alternatif Tipografi ...................................................................... 92

Gambar 4.31. Barkentina ................................................................................... 93

Gambar 4.32. Philosopher .................................................................................. 94

Gambar 4.33. “Made for Walking” oleh Julie Campoli ...................................... 95

Gambar 4.34. Graphic Standart Manual Grid System ........................................ 95

Gambar 4.35. Aplikasi Grid Pada Graphic Standard Manual. ............................ 96

Gambar 4.36. Modular Grid............................................................................... 97

Gambar 4.37. Ciri Khas Botol Jamu Gendong .................................................... 98

Gambar 4.38. Atap Rumah Joglo ....................................................................... 99

Gambar 4.39. Perancangan Packaging ............................................................... 99

Gambar 4.40. Perancangan Business Card ....................................................... 100

Gambar 4.41. Perancangan Kop Surat .............................................................. 101

Gambar 4.42. Perancangan Amplop ................................................................. 102

Gambar 4.43. Perancangan Map Folder ........................................................... 103

Gambar 4.44. Map Folder Tertutup.................................................................. 103

Gambar 4.45. Perancangan Folder ................................................................... 104

Gambar 4.46. Perancangan Poster .................................................................... 105

Gambar 4.47. Perancangan X-banner ............................................................... 106

Gambar 4.48. Perancangan Website ................................................................. 107


xviii

Gambar 4.49. Celemek..................................................................................... 107

Gambar 4.50. Perancangan Id Card.................................................................. 108

Gambar 4.51. Mobil Box Distribusi .................................................................. 109

Gambar 4.52. Mug Bergaya Tempo Dulu. ........................................................ 109

Gambar 4.53. Stainless Straw ........................................................................... 110

Gambar 4.54. Pin ............................................................................................. 110

Gambar 4.55. Stiker. ........................................................................................ 110

Gambar 4.56. Tote Bag. ................................................................................... 111

Gambar 4.57. Analisis Logo............................................................................. 112

Gambar 4.58. Graphic Standart Manual .......................................................... 114

Gambar 4.59. Konten Graphic Standard Manual. ............................................ 114

Gambar 4.60. Packaging Houseblend Suwe Ora Jamu. .................................... 115

Gambar 4.61. Business Card. ........................................................................... 116

Gambar 4.62. Kop Surat................................................................................... 117

Gambar 4.63 Amplop Kecil. ............................................................................ 118

Gambar 4. 64. Folder Map. .............................................................................. 119

Gambar 4.65. Folder Besar............................................................................... 120

Gambar 4.66. Website. ..................................................................................... 121

Gambar 4.67. Poster. ........................................................................................ 122

Gambar 4.68. Celemek Pegawai. ...................................................................... 123

Gambar 4. 69. Id Card ..................................................................................... 123


xix

DAFTAR TABEL

Tabel 4.1. Budgeting ........................................................................................ 124


xx

DAFTAR LAMPIRAN

LAMPIRAN A: DOKUMENTASI FGD................................................... XXVI

LAMPIRAN B: BIMBINGAN TUGAS AKHIR .................................... XXVII


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