PERANCANGAN IDENTITAS VISUAL UMKM WARTEG INDO BU BADRIYAH

Abstract

MSMEs or Micro, Small, and Medium Enterprises (MSMEs) have a significant impact on economic growth. Warteg Indo Bu Badriyah, a culinary MSME established in 1991 in the Grogol Petamburan area, has become a favorite dining spot for students and workers because it serves typical Tegal home-cooked food at affordable prices. Increasing competition and the lack of an attractive visual identity make it difficult for this warteg to reach new consumers. This study aims to design a strong and consistent visual identity for Warteg Indo Bu Badriyah as a branding strategy. The design includes visual elements such as a logo, banners, and a physical menu that represent the characteristics of the warteg while displaying a friendly and professional impression. The method used is the 5 Steps of Design by Robin Landa, which includes orientation, analysis, concept and design development, and implementation. The design is expected to increase visual appeal, strengthen brand image, and differentiate Warteg Indo Bu Badriyah from similar competitors in the surrounding area.