DESIGNING A BRAND IDENTITY FOR BATIK DURIAN LUBUKLINGGAU USING ALINA WHEELER BRANDING THEORY

Abstract

Lubuklinggau City has developed its own traditional fabric, Batik Durian, as a means of establishing a unique cultural identity. Durian was selected as the main motif due to its significance as one of the city’s key commodities. This research adopts a qualitative approach, incorporating in-depth interviews, literature review, and competitive analysis. The lack of a strong brand identity has led to limited brand exposure, which is unfortunate given Batik Durian’s potential as a cultural symbol and the creative expression it offers local artisans. The brand identity design was developed based on research and aligned with Alina Wheeler’s branding theory. User testing with the target audience, the Batik Durian founder, and artisans revealed that the design is generally appealing; however, certain aspects of the brand message were not effectively conveyed. The use of color in the final design led to contrasting interpretations among users. Therefore, it is recommended that future user testing include a black and white version of the logo to better identify the core message and emotional response the brand evokes.