The Design Studies of Bakmi 3 Rasa Visual Identity

The rapid development of culinary business leads the enhancement of competition between competitors who offer the same product. Thus, it encourages business owners to maintain or improve their business image to be known by the wider community through rebranding. Bakmi 3 Rasa is the first pork noodle in South Jakarta, offering unique products from family recipes. Unfortunately, Bakmi 3 Rasa has not had a proper visual identity yet. This research studied the visual identity design process of Bakmi 3 Rasa. The research was qualitative research. The object of research was the visual identity of Bakmi 3 rasa. This research was conducted in Jakarta from August to December 2020. The methodology used in this design was 5 steps of design by Robin Landa, that consist of Orientation, Analysis, Strategy, Design Concept and Design Implementation. The method of collecting data in this design was through interviews and literature study. The result of this design was in the form of a new visual identity and its application to the Graphic Standard Manual (GSM) book. Visual identity was conducted using a minimalist concept, unique and has a friendly element. Through this redesign, it is expected that Bakmi 3 Rasa will have a visual identity with distinctive features that can stick in the minds of consumers. Thus, Bakmi 3 Rasa can be recognized, remembered and competed with similar competitors that continue to emerge.