Perancangan Ulang Identitas Visual Yangko Pak Prapto Dengan Kemasan Sebagai Media Utama
Yangko is Indonesian traditional food originating from Yogyakarta City. One of the famous yangko brands is Yangko Pak Prapto, it is an old brand established in 1970. Market competition makes a brand require the right branding strategy to be able to compete, has a strong identity to differentiate itself from other brands and is easy to remember by consumers. The problem is that the Yangko Pak Prapto brand can't compete because they lack branding strategy and promotion. Rebranding can be chosen to strengthen brand identity and attract new customers, one of the strategies by using packaging as the main media because packaging is part of the product that deals visually directly with customers. The method in this research uses descriptive qualitative research methods, and the design process uses the design thinking method. The focus of this research is to redesign the yangko pak prapto brand through packaging as main media, with the hope that the brand can have a strong visual identity and increase sales, and can also be a good example in developing a local MSME brand. The results of the design will be in the form of a new logo, new packaging and several supporting media.
Keywords: rebranding; brand identity; packaging design; yangko pak prapto; msmes; local product.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike International License (CC-BY-SA 4.0) that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
Copyright without Restrictions
The journal permits the author(s) to hold the copyright without restrictions and will hold distributing rights without limitations.
The submitted papers are assumed to contain no proprietary material unprotected by patent or patent application; responsibility for technical content and for protection of proprietary material rests solely with the author(s) and their organizations and is not the responsibility of the Ultimart: Jurnal Komunikasi Visual or its Editorial Staff. The main (first/corresponding) author is responsible for ensuring that the article has been seen and approved by all the other authors. It is the responsibility of the author to obtain all necessary copyright release permissions for the use of any copyrighted materials in the manuscript prior to the submission.