PERANCANGAN ULANG IDENTITAS VISUAL UNTUK BRAND TETUEK SANGMONG DI DENPASAR

Abstract

Tetuek Sangmong is a brand formed by Marmar Herayukti, a brand that includes Food & Baverage businesses, professional tattoo studios, and merchandise. The brand and company formed in August 2021 is located in Denpasar City, Tetuek Sangmong appears with his style and characteristic, namely bringing Balinese philosophy to a more modern and fresh realm in the midst of today's globalized pop culture. Tetuek Sangmong already has a visual identity, but it still doesn't represent the character of the brand itself and is less relevant if used in future food & baverage businesses. The logo of tetuek sangmong still seems less strong and still displays a visual that is too masculine for a brand logo that targets an audience of all walks of life, the lack of consistency in the application of visual identity in tetuek sangmong makes one design with another design not have a unity. Which has an impact on unified themes on packaging, promotional content (conventional and social media), signboards, menu designs, and other application media. Seeing these problems, the authors made observations with visual observation instruments, interviews, field notes and library studies. Then the data that has been collected is analyzed using SWOT analysis. In this study it can be concluded that a redesign of visual identity in the realm of re-branding is needed to expand the target market and promote the brand to the wider community. Then the public/audience can easily recognize this brand. The results of this design are focused on local cultural and visual elements, then innovate again by forming a visualization of the current trend. The results of this design are able to help Tetuek Sangmong in developing and building public awareness and increasing sales of Tetuek Sangmong products.