VISUAL RE-BRANDING BRIBEAN COFFEE SHOP TO ENHANCE THE QUALITY OF VISUAL IDENTITY

Abstract

The issues that emerge on Bribean branding rooted from lack of in depth research in visual elements and consistency of visual identity. This affect overall visual appearances on Bribean tools on the visual characters. Thus, this thesis focus on finding the suitable visual branding for Bribean, a coffee shop that is targeting young adults, from late teenagers to adulthood. In this research, Bribean brand concept and visual character will be identified and the outcome will be expressed through visual branding. A qualitative approach is used to collect specific and in-depth data from Bribean as a coffee shop. These data are achieved through observations and/or interviews to identify and analyze the problem. Through this research it was found that to successfully re-branding Bribean visual characters, an extensive research is conducted. The methods used in researching the visual identity are principles and process of branding also visual identity designing process as well as data collection through observation and interview with the owner. Beside that, casual and friendliness as the key of viewpoints of Bribean also found as the basis in creating specific visual characters elements of Bribean. Focusing on visual elements, brainstorming, mood board, sketching, visualizing and adjusting the design in accordance with the characteristics of Bribean and finalize the graphic standard manual that consists of information such as logo, color preferences, typography, secondary graphic elements are greatly enhance the visual identity quality.