Published 2025-07-12
Keywords
- UMKM,
- Rebranding visual,
- Identitas merek,
- Pasar digital,
- MSMEs
- Visual rebranding,
- Brand identity,
- Digital market ...More
How to Cite
Abstract
Usaha Mikro, Kecil, dan Menengah (UMKM) merupakan tulang punggung perekonomian Indonesia, berkontribusi lebih dari 60% terhadap PDB dan menyerap 97% tenaga kerja (Kemenkop UKM, 2023; BPS, 2023). Namun, di era digital yang kompetitif, banyak UMKM seperti Yu Eat Padang produsen Roti Gemoy Durian terhambat oleh identitas visual yang lemah, ditandai dengan logo generik, warna tidak appetizing, dan ketidakkonsistenan desain, sehingga engagement rate media sosial hanya 2.1% (di bawah rata-rata industri 5.8%). Melalui pendekatan design thinking dan metode CRISP-DM, proyek rebranding ini merancang identitas visual baru berbasis tiga pilar: Fun & Friendly (maskot durian antropomorfik), Fresh & Local (palet warna kuning-hijau), dan Simple & Bold (tipografi League Spartan). Hasilnya, logo dan banner baru berhasil meningkatkan kesan profesional dan daya tarik visual, dengan prediksi peningkatan brand dan conversion rate. Proyek ini membuktikan bahwa transformasi visual berbasis strategi mampu menjadi katalisator pertumbuhan UMKM di pasar digital.
Kata kunci: UMKM, Rebranding visual, Identitas merek, Pasar digital.
Abstract
Micro, Small, and Medium Enterprises (MSMEs) serve as the backbone of Indonesia's economy, contributing over 60% to GDP and absorbing 97% of the workforce (Ministry of Cooperatives and SMEs, 2023; BPS, 2023). However, in today's competitive digital era, many MSMEs like Yu Eat Padang a producer of Roti Gemoy Durian face challenges due to weak visual identity, characterized by generic logos, unappetizing colors, and inconsistent designs, resulting in a social media engagement rate of only 2.1% (below the industry average of 5.8%). Using a design thinking approach and the CRISP-DM method, this rebranding project developed a new visual identity based on three pillars: Fun & Friendly (anthropomorphic durian mascot), Fresh & Local (yellow-green color palette), and Simple & Bold (League Spartan typography). The results show that the new logo and banner successfully enhanced professional appeal and visual attractiveness, with a predicted increase in brand and a boost in conversion rates. This project demonstrates that strategic visual transformation can act as a catalyst for MSME growth in the digital market.
Keywords: MSMEs, Visual rebranding, Brand identity, Digital market.
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