PERANCANGAN ULANG VISUAL IDENTITAS BRAND HAKKA HOUSE

PERANCANGAN ULANG VISUAL IDENTITAS

BRAND HAKKA HOUSE

Laporan Tugas Akhir

Ditulis sebagai syarat untuk memperoleh gelar Sarjana Desain (S.Ds.)

Nama : Olivia Giovanny

NIM : 00000021259

Program Studi : Desain Komunikasi Visual

Fakultas : Seni dan Desain

UNIVERSITAS MULTIMEDIA NUSANTARA

TANGERANG

2021

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LEMBAR PERNYATAAN TIDAK MELAKUKAN PLAGIAT

Saya yang bertanda tangan di bawah ini:


NIM : 00000021259



Universitas Multimedia Nusantara

Judul Tugas Akhir : Perancangan Ulang Visual Identitas Brand Hakka

House

PERANCANGAN ULANG BRAND IDENTITY HAKKA HOUSE

dengan ini menyatakan bahwa, laporan dan karya tugas akhir ini adalah asli dan

belum pernah diajukan untuk mendapatkan gelar sarjana, baik di Universitas

Multimedia Nusantara maupun di perguruan tinggi lainnya.

Karya tulis ini bukan saduran/terjemahan, murni gagasan, rumusan dan

pelaksanan penelitian/implementasi saya sendiri, tanpa bantuan pihak lain, kecuali

arahan pembimbing akademik dan narasumber.

Demikian surat Pernyataan Originalitas ini saya buat dengan sebenarnya,

apabila di kemudian hari terdapat penyimpangan serta ketidakbenaran dalam

pernyataan ini, maka saya bersedia menerima sanksi akademik berupa pencabutan

gelar (S.Ds.) yang telah diperoleh, serta sanksi lainnya sesuai dengan norma yang

berlaku di Universitas Multimedia Nusantara.

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Tangerang, 3 Januari 2021

Olivia Giovanny

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HALAMAN PENGESAHAN TUGAS AKHIR

PERANCANGAN ULANG VISUAL IDENTITAS

BRAND HAKKA HOUSE

Oleh


NIM : 00000021259




Pembimbing

Juhri Selamet, S.ST., M. Des.

Ketua Program Studi

Mohammad Rizaldi, S.T., M.Ds.

Penguji

Edo Tirtadarma, S.Ds., M.Ds.

Ketua Sidang

Ardyansyah, S.Sn., M.M., M.Ds.

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KATA PENGANTAR

Proposal tugas akhir ini akan membahas mengenai pentingnya brand

identity, terutama pentingnya brand identity sebuah restoran Chinese Hakka

House. Hakka House sendiri adalah restoran yang sering penulis kunjungi dan

telah menjadi salah satu restoran favorit penulis.

Hakka House bertempatkan di Kelapa Gading, Jakarta Utara. Ditengah-

tengah banyak restoran Chinese lainnya, brand identity Hakka House kurang

menonjol dan unik. Oleh karena itu, penulis merancang penelitian berjudul

“Perancangan Ulang Brand Identity Hakka House” dengan harapan akan

menyadarkan masyarakat betapa pentingnya brand identity.

Proposal ini dapat diselesaikan dengan baik dengan adanya bantuan dan

dukungan dari rekan-rekan kerja penulis. Penulis ingin berterimakasih kepada Pak

Juhri Selamet sebagai pembimbing proposal tugas akhir ini, juga Michelle,

Jennifer, dan Ruth yang telah senantiasa menyemangati penulis dalam

mengerjakan laporan ini. Tidak lupa member BTS, Tomorrow x Together, dan

Twice yang nyanyiannya selalu menemani penulis mengerjakan Tugas Akhir ini.


Olivia Giovanny

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ABSTRAKSI

Menurut data oleh Badan Pusat Statistik (2015), presentase rumah makan berskala menengah dan besar yang menyediakan masakan Cina di DKI Jakarta sebesar 10,28%, peringkat ketiga setelah masakan Indonesia dan masakan Amerika dan Eropa. Hakka House yang merupakan salah satu restoran yang muncul pada tahun 2017, dan merupakan restoran Cina di DKI Jakarta bertempatkan di Kelapa Gading, Jakarta Utara. Ditengah-tengah banyak restoran Cina lainnya, brand identity Hakka House belum memiliki identitas yang seragam, aset visual berbeda-beda gaya, dan masih ada miskonsepsi masyarakat DKI Jakarta mengenai identitas Hakka House, identitas masih belum dilihat sebagai logo yang mewakili citra restoran ini. Hal ini menimbulkan masalah yaitu restoran tidak mendapatkan customer baru. Oleh karena itu, diperlukan perancangan identitas Hakka House yang baru, agar Hakka House menjadi brand yang relevan. Metode penelitian yang dipakai adalah metode kuantitatif melalui kuesioner dan kualitatif melalui wawancara, serta dilakukan studi eksisting dan studi referensi. Perancangan ulang identitas ini diharapkan dapat membantu Hakka House mendapatkan customer baru, dengan adanya brand yang lebih konsisten dan jelas.

Kata kunci : design, rebranding, brand identity, restoran

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ABSTRACT

According to data by Central Bureau of Statistics in 2015, the percentage of medium and large-scale restaurants serving Chinese cuisines in DKI Jakarta is 10,28%, ranked third after Indonesian cuisines and Western cuisines. Hakka House is one of the restaurants that was established in 2017, and is a Chinese restaurant in Kelapa Gading, Jakarta Utara. In the middle of many other Chinese restaurants, Hakka House’s brand identity is still not uniform, the visual asset is inconsistent, and there are still misconceptions according to people of DKI Jakarta about Hakka House’s identity, they do not see Hakka House’s identity represents its value. Because of this, the restaurant did not get any new customer. Therefore, it is necessart to design a new identity for Hakka House, so that Hakka House becomes a relevant brand. The research method used in here is quantitative with quesionare, qualitative with interview, as well as an existing study and refrence study. This rebranding is expected to help Hakka House get new customers, with a new brand that is more consistent and clearer.

Keywords: design, rebranding, brand identity, restaurant

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DAFTAR ISI

LEMBAR PERNYATAAN TIDAK MELAKUKAN PLAGIAT ..................... II

HALAMAN PENGESAHAN TUGAS AKHIR ............................................... IV

KATA PENGANTAR .......................................................................................... V

ABSTRAKSI ....................................................................................................... VI

ABSTRACT ......................................................................................................... VII

DAFTAR ISI .................................................................................................... VIII

DAFTAR GAMBAR .......................................................................................... XI

DAFTAR TABEL ............................................................................................ XIII

DAFTAR LAMPIRAN .................................................................................... XIV

BAB I PENDAHULUAN ...................................................................................... 1

1.1. Latar Belakang ........................................................................................... 1

1.2. Rumusan Masalah ...................................................................................... 2

1.3. Batasan Masalah ........................................................................................ 2

1.4. Tujuan Tugas Akhir ................................................................................... 3

1.5. Manfaat Tugas Akhir ................................................................................. 3

BAB II TINJAUAN PUSTAKA ........................................................................... 5

2.1. Teori Mengenai Perancangan (Desain) ...................................................... 5

2.2. Teori mengenai Brand Identity .................................................................. 7

2.2.1. Rebranding ..................................................................................... 7

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2.2.2. Brand Identity ................................................................................. 8

2.2.3. Brandmarks ..................................................................................... 8

2.3. Brand Equity ............................................................................................ 12

2.3.1. Brand Awareness .......................................................................... 12

2.3.2. Brand Image ................................................................................. 13

2.4. Industri Foodservice Rumah Makan ........................................................ 13

2.4.1. Pengertian Industri Rumah Makan ............................................... 13

2.4.2. Jenis Foodservice .......................................................................... 14

2.5. Hakka House ............................................................................................ 15

BAB III METODOLOGI ................................................................................... 17

3.1. Metodologi Pengumpulan Data .............................................................. 17

3.1.1. Kuesioner ...................................................................................... 18

3.1.1.1.Analisis Kuesioner ............................................................... 20

3.1.2. Wawancara .................................................................................... 23

3.1.3. Observasi ...................................................................................... 25

3.1.4. Studi Existing ................................................................................ 28

3.1.4.1.Hakka House ........................................................................ 28

3.1.4.1.1. Analisis SWOTHakka House .............................. 29

3.1.4.1.2. PromosiHakka House .......................................... 30

3.1.4.2.Referensi .............................................................................. 32

3.1.4.2.1. Claypot Popo ........................................................ 32

3.1.4.2.2. Angke .................................................................... 34

3.2. Metodologi Perancangan ......................................................................... 38

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BAB IV STRATEGI DAN ANALISIS PERANCANGAN ............................ 41

4.1. Strategi Perancangan ................................................................................ 41

4.1.1. Conducting Research .................................................................... 41

4.1.2. Clarifying Strategy ........................................................................ 41

4.1.2.1.Mindmap .............................................................................. 41

4.1.2.2.Brand Positioning ................................................................ 42

4.1.2.3.Brand Brief .......................................................................... 44

4.1.3. Designing Identity ......................................................................... 46

4.1.3.1.Big Idea ................................................................................ 46

4.1.3.1.1. Ide ......................................................................... 46

4.1.3.1.2. Konsep .................................................................. 46

4.1.3.2.Moodboard .......................................................................... 47

4.1.3.3.Warna ................................................................................... 48

4.1.3.4.Logo ..................................................................................... 48

4.1.3.5.Tipografi .............................................................................. 51

4.1.3.6.Supergrafis ........................................................................... 52

4.1.4. Creating Brands ............................................................................ 53

4.1.4.1.Stationery ............................................................................. 53

4.1.4.2.Buku Menu .......................................................................... 57

4.1.4.3.Signage ................................................................................ 59

4.1.4.4.Nomor Meja & Packaging .................................................. 60

4.1.4.5.Poster ................................................................................... 61

4.1.4.6.Website ................................................................................. 63

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4.1.4.7.Post Instagram ..................................................................... 65

4.1.4.8.Story Instagram ................................................................... 66

4.1.4.9.Merchandise ........................................................................ 67

4.1.5. Managing Assets ........................................................................... 68

4.2. Analisa Perancangan ................................................................................ 71

4.2.1. Analisis Stationery ........................................................................ 71

4.2.2. Analisis Media Cetak .................................................................... 75

4.2.3. Analisis Media Digital .................................................................. 79

4.2.2. Analisis Merchandise ................................................................... 81

4.3. Budgeting ................................................................................................. 82

BAB 5 KESIMPULAN DAN SARAN ................................................................ 84

5.1. Kesimpulan .............................................................................................. 84

5.2. Saran ........................................................................................................ 85

DAFTAR PUSTAKA ......................................................................................... XII

LAMPIRAN ..................................................................................................... XIV

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DAFTAR GAMBAR

Gambar 2.1. Macam-Macam Garis .......................................................................... 5

Gambar 2.2. Berbagai Macam Bentuk ..................................................................... 6

Gambar 2.3. Typographic Shapes ............................................................................ 6

Gambar 2.4. Addictive Colors .................................................................................. 6

Gambar 2.5. Subtractive Colors .............................................................................. 7

Gambar 2.6. Berbagai Macam Tekstur .................................................................... 7

Gambar 2.7. Contoh Wordmarks ............................................................................. 9

Gambar 2.8. Contoh Letterforms ........................................................................... 10

Gambar 2.9. Contoh Pictorial Marks .................................................................... 11

Gambar 2.10. Contoh Abstract Marks ................................................................... 11

Gambar 2.11. Contoh Emblems ............................................................................. 12

Gambar 2.12. Logo Hakka House ......................................................................... 16

Gambar 3.1. Data Penduduk DKI Jakarta Berdasarkan Kelompok Umur ............ 19

Gambar 3.2. Rumus Slovin Untuk Mencari Sample .............................................. 20

Gambar 3.3. Dokumentasi Wawancara Dengan Manager Hakka House .............. 24

Gambar 3.4. Dokumentasi Observasi Exterior Hakka House ............................... 26

Gambar 3.5. Dokumentasi Observasi Exterior Hakka House ............................... 26

Gambar 3.6. Dokumentasi Observasi Interior Hakka House ................................. 27

Gambar 3.7. Dokumentasi Observasi Interior Hakka House ................................. 27

Gambar 3.8. Dokumentasi Makanan Hakka House ............................................... 27

Gambar 3.9. Dokumentasi Menu Hakka House .................................................... 27

Gambar 3.10. Dokumentasi Seragam Hakka House .............................................. 28

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Gambar 3.11. Dokumentasi Seragam Hakka House .............................................. 28

Gambar 3.12. Logo Hakka House ......................................................................... 29

Gambar 3.13. Menu Hakka House ......................................................................... 30

Gambar 3.14. Akun Instagram Hakka House ........................................................ 32

Gambar 3.15. Post Promo di Instagram @Hakkahousejakarta ............................. 32

Gambar 3.16. Go-Food Restoran Hakka House .................................................... 32

Gambar 3.17. Logo Claypot Popo ......................................................................... 33

Gambar 3.18. Instagram Claypot Popo ................................................................. 33

Gambar 3.19. Logo Angke .................................................................................... 35

Gambar 3.20. Instagram Angke ............................................................................ 36

Gambar 3.21. Website Angke ................................................................................ 36

Gambar 3.22. Website Order Angke ...................................................................... 37

Gambar 3.23. Heat And Eat Angke ....................................................................... 37

Gambar 3.24. Skema Perancangan Brand Menurut Wheeler ................................ 39

Gambar 4.1. Mind Map .......................................................................................... 42

Gambar 4.2. Positioning ........................................................................................ 43

Gambar 4.3. Moodboard ........................................................................................ 47

Gambar 4.4. Warna ................................................................................................ 48

Gambar 4.5. Sketsa Awal ...................................................................................... 49

Gambar 4.6. Sketsa Digital .................................................................................... 49

Gambar 4.7. Mengembangkan Logo ..................................................................... 50

Gambar 4.8. Logo Hakka House ........................................................................... 50

Gambar 4.9. Filosofi Logo ..................................................................................... 50

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Gambar 4.10. Pilihan Font ..................................................................................... 51

Gambar 4.11. Font yang Dipilih ............................................................................ 51

Gambar 4.12. Perkembangan Supergrafis ............................................................. 52

Gambar 4.13. Supergrafis dari Turunan Logo ....................................................... 52

Gambar 4.14. Supergrafis di Berbagai Latar ......................................................... 53

Gambar 4.15. Kop Surat ........................................................................................ 54

Gambar 4.16. Amplop ........................................................................................... 55

Gambar 4.17. Stempel ........................................................................................... 55

Gambar 4.18. Kartu Nama ..................................................................................... 56

Gambar 4.19. Bill ................................................................................................... 57

Gambar 4.20. Seragam ........................................................................................... 57

Gambar 4.21. Name Badge .................................................................................... 57

Gambar 4.22. Cover Buku Menu ........................................................................... 58

Gambar 4.23. Buku Menu ..................................................................................... 59

Gambar 4.24. Signage ............................................................................................ 60

Gambar 4.25. Nomor Meja Dan Packaging .......................................................... 61

Gambar 4.26. Konfigurasi Poster Horizontal ........................................................ 62

Gambar 4.27. Konfigurasi Poster Vertikal ............................................................ 63

Gambar 4.28. Website Hakka House ..................................................................... 64

Gambar 4.29. Post Instagram Hakka House ......................................................... 65

Gambar 4.30. Story Instagram Hakka House ........................................................ 66

Gambar 4.31. Mug dan Alat Makan ...................................................................... 67

Gambar 4.32. Totebag dan Angpao ....................................................................... 67

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Gambar 4.33. Perancangan Isi GSM ..................................................................... 68

Gambar 4.34. Grid GSM ....................................................................................... 69

Gambar 4.35. Grid Judul Bab ................................................................................ 69

Gambar 4.36. Cover GSM ..................................................................................... 70

Gambar 4.37. Stationery ........................................................................................ 71

Gambar 4.38. Analisis Kop Surat dan Amplop ..................................................... 72

Gambar 4.39. Analisis Bill dan Kartu Nama ......................................................... 73

Gambar 4.40. Analisis Name Badge ...................................................................... 74

Gambar 4.41. Media Cetak .................................................................................... 75

Gambar 4.42. Analisis Buku Menu ....................................................................... 76

Gambar 4.43. Analisis Signage Sticker ................................................................. 77

Gambar 4.44. Analisis Nomor Meja dan Packaging ............................................. 77

Gambar 4.45. Analisis Poster ................................................................................ 78

Gambar 4.46. Media Digital .................................................................................. 79

Gambar 4.47. Analisis Website .............................................................................. 80

Gambar 4.48. Analisis Post dan Story Instagram .................................................. 80

Gambar 4.49. Merchandise .................................................................................... 81

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DAFTAR TABEL

Tabel 3.1. Data Responden Secara Geografis ........................................................ 21

Tabel 3.2. Data Brand Recognition ....................................................................... 22

Tabel 3.3. Data Brand Association ........................................................................ 22

Tabel 4.1. Brand Brief ........................................................................................... 44

Tabel 4.2. Budgeting .............................................................................................. 82

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DAFTAR LAMPIRAN

LAMPIRAN A: FORM BIMBINGAN TUGAS AKHIR ONLINE ............ XIV

LAMPIRAN B: TRANSKRIP WAWANCARA MANAGER ..................... XVII

LAMPIRAN C: KUESIONER .................................................................... XXIII

Documents

PERANCANGAN ULANG VISUAL IDENTITAS BRAND HAKKA HOUSE