Perancangan Identitas Visual UMKM Angkringan Jawa sebagai Sarana Informasi

Abstract

Angkringan Jawa is a traditional culinary business that has been operating offline in Batu Aji since 2018. The business has experienced a decline in the number of customers due to the absence of a structured visual identity, limited visibility of physical information media, and inconsistent digital promotional activities, resulting in ineffective communication of the business's existence and character to consumers. This study aims to design a visual identity toolkit for Angkringan Jawa that functions as an effective information medium and to evaluate its effectiveness when applied to relevant media. The design process employed the Design Thinking approach, consisting of the Empathize, Define, Ideate, Prototype, and Test stages. The final product includes a logo, color palette, typography system, visual supporting elements, and application guidelines packaged in a digital visual identity toolkit. The beta testing results achieved an average score of 85.1%, categorized as Strongly Agree, indicating that the designed visual identity is effective as an information medium for communicating the business's existence and character to its target audience.