PERANCANGAN IDENTITAS VISUAL DAN KEMASAN PRODUK ROTI BAKAR AIS UNTUK MEMBANGUN BRAND AWARENESS

Abstract

This research aims to design the visual identity and product packaging for Roti Bakar Ais to build brand awareness and provide optimal physical protection. The primary issues identified include low visual appeal (score of 2.2) and the use of plain paper packaging that is susceptible to oil seepage and the risk of the bread being squashed. The methodology employed is design thinking, which involves the stages of empathize, analyze, ideate, prototype, and test. Based on SWOT and 5W+1H analyses, the design keywords formulated are "Representative, Protective, and Informative". The final design results in box packaging that integrates a logo, typography, and monochrome line art visual elements. Evaluation demonstrates that this packaging transformation effectively eliminates the "cheap" product impression, ensures hygiene during distribution, and serves as a mobile promotional medium that enhances brand recognition among the public.