A PERANCANGAN REBRANDING JAVA LOENPIA SEMARANG

Abstract

Lunpia is a legendary cuisine from Semarang, capital city if Central Java. Lunpia is a real fusion cuisine from Tionghoa culture and Java which already passed by generation and well known by people especially in Semarang city, so it’s unfortunate if this special cuisine is being forgotten by young people of Semarang nowadays. We need to raise brand awareness by talking the authentic traditional concept but fit to current era. This rebranding also needed so it can be more known not only by the elders but also youn people. The data is collected by qualitative method and some studies by S.W.O.T method. The design is done to create new look for the new target audience with keeping the auntheticity and making it more modern by new logo or new design package. Keywords: Traditional food, lunpia, rebranding, design package