Perancangan Elemen Visual Dalam Brand Identity Nou.Patiserrie untuk Meningkatkan Brand Awarenes

Abstract

The rapid growth of the culinary industry encourages businesses to create a distinctive identity that sets them apart from competitors. One effective way to achieve this is by developing a strong and consistent visual identity. Nou.Patisserie is a pastry and hampers business that offers high-quality products but still faces challenges in presenting a visual identity that reflects its brand character. This study aims to design visual elements as part of Nou.Patisserie's brand identity to make the brand more recognizable and memorable to consumers. The research uses a qualitative method with a Design Thinking approach consisting of empathize, define, ideate, prototype, and test stages. Data were collected through observation, interviews, documentation, and literature studies, then analyzed using SWOT analysis. The results include the design of a logo, color palette, typography, graphic elements, packaging, and their application across various promotional media. The designed visual identity successfully represents Nou.Patisserie as a premium brand. Furthermore, the consistent implementation of visual identity helps increase the brand's attractiveness and strengthen brand awareness among its target audience.